S 571 
.0575 
Copy 1 




THE ROAD 
Tb MARKET 




Copyright, 1922 

The American Institute of Acriculture 

Chicago 



The Road to Market 




The 
American Institute of Agriculture 

n 

326 West Madison Street 
CHICAGO 






r I "* HIS booklet contains the story of a new 
-*- idea in agricultural education and of the 
establishment of an institution to work out 
that idea. It is a recital of how a hundred 
men throughout the United States, each a 
prominent leader in some phase of agricul- 
ture or the distribution of farm products, 
have pooled their knowledge and judgment 
in the preparation of the first comprehensive 
educational courses on agricultural market- 
ing ever planned in the United States or any 
other country. In the plain facts you wilt' 
find tremendous significance and even ro- 
mance if you are vitally interested in cur- 
rent movements for better business organiza- 
tion of the farming industry. 

J. R. HOWARD. 

President. The American Farm Bureau Federation. 



©C1A68885 

NOV -8 1922 






ADVISORY COUNCIL 



James R. Howard, Chairman 

President, American Farm Bureau Federation since its organization in 1919; Formerly, 

President Iowa Farm Bureau Federation; Formerly, Professor of English and 

History; Country Banker; Farmer and Stock Raiser; demons, Iowa. 

Sydney Anderson 

Chairman, joint Congressional Commission of Agricultural Inquiry; Chairman, President 
Harding's Agricultural Conference; Organizer, National Transportation Insti- 
tute; Member of Congress since 1913; Lawyer; Lanesboro, Minn. 

Julius H. Barnes 

President, Chamber of Commerce of the United States; President, Barnes-Ames Co.; 

Klearflax Linen Rug Co., and Mc Dougall-Duluth Shipbuilding Co.; Formerly, 

United States Wheat Director; Formerly, President, United States 

Grain Corporation; Chairman, Institute for Public Service, 

New York; Wheat-exporter and Business Executive — 

New York City and Duluth, Minn. 

Bradford Knapp 

Dean, College of Agriculture, University of Arkansas; Director of Arkansas State Ex- 
periment Station; Formerly, Chief, Office of Extension Work in South, States 
Relations Service, U. S. Department of Agriculture; Formerly, County 
Attorney, Wright County, Iowa; Fayetteville, Ark. 

S. J. Lowell 

Master of the National Grange since 1919; Formerly, Master of the New York State 

Grange; Formerly, Manager, Pomfret Fruit Growers Association; Formerly. 

Member, Food Supply Commission; Fruitgrower; Fredonia, New York. 

Edwin T. Meredith 

Publisher, '"Successful Farming"; Formerly, Secretary of Agriculture; Formerly, Presi- 
dent of Associated Advertising Clubs of the World; Director, Chamber of 
Commerce of United States; Chicago Federal Reserve Bank; Formerly. 
Member, Industrial Conference; Member, Board of Excess 
Profits Advisers; Member, Labor Mission to Europe; 
Des Moines, Iowa. 

Harvey J. Sconce 

Trustee of University of Illinois; Member of Executive Committee, American Farm 
Bureau Federation; First President, Illinois Agricultural Association; Delegate 
to Convention of International Institute of Agriculture, Rome, Italy, 1920: 
Formerly, President, Illinois Seed Corn Breeders' Association; 
Member, Advisory Committee, Illinois College of Agri- 
culture; Farmer; Sidell, Illinois. 

Louis J. Taber 

Director of Agriculture in Ohio; Formerly, Master of Ohio State Grange; Member, 
Executive Committee, Ohio Farm Bureau Federation; Member, Executive Com- 
mittee, Ohio Dairymen's Association; Vice-President, Farmers' and Traders' 
Life Insurance Co.; Director, Eastern Ohio Milk Producers' 
Association; Director, Farmers' Supply Co.; Farmer; 
Barnesville, Ohio. 





iC*--o--4>c>^aX<Mju 



Director, The American Institute of Agriculture 

Former Chief U. S. Bureau of Markets 



On The Road To Market 

ONE winter afternoon twelve years ago in a crowded hall in the court- 
house at Wapakoneta, Ohio, four hundred Auglaize County farmers 
were listening to the talk of a young extension worker from Ohio State 
University on how to increase their crop production. It was at one of the 
University's extension schools for farmers. 

Suddenly a dirt farmer arose in the middle of the room and interrupted 
the speaker. 

"Excuse me for stopping your talk," he said. "You know all about 
getting bigger crops. That's all right. A lot of us need it. But let me 
tell you something, young man. What you ought to do is to help us sell 
the crops we have. We know how to raise the stuff, all right, but we are 
up against it when we try to sell it." 

He sat down. The four hundred farmers in that hall began to clap their 
hands, and some shouted "that's right." The address on better production 
finished feeblv, because both the audience and the speaker were thinking 
about the farmer's remarks. 

The y° un g extension speaker thought about them for a long time after- 
ward, and that is the reason this book is written. He was George Living- 
ston, now Director of The American Institute of Agriculture. He had 
known for a long time that farmers needed badly a practical knowledge of 
selling, to supplement their familiarity with production. The Auglaize 
county farmer's cryptic remarks, and the applause which greeted them, were 
the means of crystallizing in his mind a determination to "look ahead and 
go in for marketing." 

5 



The American Institute of Agriculture 

His opportunity came a few years later. He was then a teacher in the 
College of Agriculture at Columhus. He had just been selected to be head 
of a new department, an unusual honor for so young a man. His friends 
were congratulating him on the position. He was on his way up in the 
academic and scientific world. 

But all at once he passed up the new position. He had received an 
offer of what seemed to his friends an unimportant government job in the 
Bureau of Markets at Washington. To their surprise he took it. 

But the statement of the farmer at the extension school had opened up 
a new vision to him and he said — "Great progress has been made during 
the past half century in the production of farm products. The next twenty- 
five years will see still greater changes in the marketing of these products. 
A new movement for improved marketing is going to sweep over the country 
and I am going to prepare myself to help in that movement." 

For a long time he almost disappeared from view. He was working his 
way up through the Bureau of Markets, from job to job, studying the 
problems of marketing as he had gone into questions of production a few 
years before. In four years he became Chief of the Bureau of Markets, 
which by that time had become one of the most important branches of the 
Department of Agriculture. That was in 1919, and his appointment was 
made by David F. Houston, then Secretary of Agriculture. 

As Chief of the United Slates Bureau of Markets, Mr. Livingston served 
under three Secretaries of Agriculture, Houston, Meredith and Wallace. 
The Bureau was an organization with more than 1400 employes, and oper- 
ating expense of nearly $2,500,000 a year. It maintained administration 
branches in all important marketing centers of the United States. 

On the stall of this Bureau were experts on every phase of marketing of 
farm products. They studied first hand, all the many factors which in- 
fluence the marketing and the distribution of the things the farmer produces. 
Their investigations were not confined to the United States alone. During 
the time Mr. Livingston was Chief, several expeditions were sent to foreign 
countries including Europe, South America and Canada, to study marketing 
methods and develop foreign markets for our American products. 

Six years' experience with this organization in direct contact with the 
nation's marketing problems convinced Mr. Livingston that some method 
must be developed to place before the people of the country — definite and 
precise information regarding the methods of marketing and the operation 
of the marketing machine. 

6 



Every Lesson By A National Authority 

He saw the need for an institution with a membership of agricultural 
leaders, progressive farmers, county agents, managers of cooperative associa- 
tions, business men, country bankers, and young men aiming at marketing 
as a profession. He pictured grain, livestock, dairy products, and fruits 
and vegetables, poultry products and cotton being sold by men who knew 
how to interpret marketing factors; men who were not bewildered by ap- 
parent mysteries of a complicated marketing system; men equipped with 
a fundamental knowledge and practical training which would enable them 
to deal on an equal footing with the metropolitan dealer. So he resigned 
from*the position of Chief of the Bureau of Markets to work out a plan 
to meet this situation. 

He discussed with a number of prominent agriculturists the plan ol 
organizing an institution through which marketing training could be given 
to men who needed it. Everyone with whom he talked not only com- 
mended his idea but offered assistance. His peculiar fitness to organize such 
an institution grew out of his wide acquaintance with foremost authorities 
in marketing lines throughout the United States, his ability to enlist them 
enthusiastically in the movement, his personal grasp of marketing problems, 
his previous experience as a teacher of agriculture, and his recognized ad- 
ministrative ability. 

His government experience showed him that no one man could have 
had sufficient experience to prepare as complete a course of training 
in marketing as was necessary to fill the wide spread need. National 
authorities — tested in the fire of practical experience — must be secured, each 
to provide that part of the course in which he himself had become a master. 
In the course of time, The American Institute of Agriculture was organized, 
and Mr. Livingston secured the cooperation of more than KM) national 
marketing authorities to help prepare the training courses. 

These specialists he enlisted from every available source. They include 
the most prominent marketing authorities now holding places of leadership 
throughout the country. Thev associated themselves with this new movement 
for furthering educational marketing because they realized that economic 
progress must depend upon more definite knowledge of marketing. It was 
not the thought of financial gain that prompted them to enlist their knowl- 
edge and experience. So valuable is their time in their regular work that 
their aid in this new enterprise could not have been obtained except for the 
fact that they considered it a great public service. 



The American Institute of Agriculture 

What The Institute Is 

THHE American Institute of Agriculture is a permanent, reliable organiza- 
-*- tion made up of farmers, educators, agricultural leaders, business and 
professional men. The Institute organization includes three groups; Advis- 
ory Council, Instructional Staff and Executive Staff. 

Prominent Men On Advisory Council 

To insure an institution responsive to public needs, to guard against 
ingrown ideas, and to promote close cooperation between the Institute and 
other agricultural and marketing interests — these are the purposes of the 
advisory* council. It is composed of the following men: 

J. R. Howard. Chairman. President of the American 
Farm Bureau Federation. 

Sydney Anderson, Chairman Joint Congressional Com- 
mission of Agricultural Inquiry. 

Julius H. Barnes, President of the Chamber of Com- 
merce of the United States. 

Bradford Knapp. Dean and Director, University of Ar- 
kansas. 

S. J. Lowell. Master of The National Grange. 

E. T. Meredith, Publisher of "Successful Farming", 
formerly Secretary of Agriculture. 

Harvey J. Sconce. Farmer, and Trustee of The University 
of Illinois. 

L. J. Taber, Director of Agriculture in Ohio. 

These men were selected not merely because of their prominence but 
because of their ability to contribute definite and constructive ideas for the 
building of a fundamental system of marketing instruction over a period of 
years. The Council advises the Institute on matters of policy and helps to 
formulate its educational program to meet the need for marketing education. 

Faculty of More Than 100 National Authorities 

The greatest guarantee of the real worth of these courses is the list of 
national authorities in the marketing field who have put their life-time ex- 
periences into their preparation. 

All branches of the marketing field were searched to find the men best 
qualified to write with authority on each subject. Leaders in the trade — such 

8 



Every Lesson By A National Authority 

as commission men and elevator operators — and merchants, storage experts, 
railroad men, scientists, government specialists, leaders in the cooperative 
field, — all have joined in giving the best out of their fruitful experience to 
make these lessons the most authentic and complete marketing information 
available. 

While these national authorities have put into these lessons the results 
of their own personal experiences, they have done much more. 

Their advice and conclusions are not based solely on their own experi- 
ences, broad as they have been. 

As leaders in their respective fields, they have been in touch with most 
of the worth-while men in the trade or industry. They are familiar with the 
plans which have succeeded, as well as those which have been tried and 
found wanting. What they say represents the best thought and experience 
in the industry. 

Stop to consider for a moment what it would mean to you to attend a 
conference called to hear a full discussion of marketing problems by au- 
thorities such as these. Or, better still, what would it be worth to you to be 
able to meet these experts by individual appointment and discuss your per- 
sonal marketing problems with them across the table for an hour? 

The Institute makes it possible for you to come into intimate touch with 
each of these men, not in disconnected conversations, but in carefully worked- 
out lessons. 



C. L. Alsberg, 

Director, Food Research Institute, Leland Stanford University; formerly, Chief, 
U. S. Bureau of Chemistry 

Sydney Anderson, 

Chairman, Joint Congressional Commission of Agricultural Inquiry; Member of 
Congress; Organizer, National Transportation Institute. 

E. W. Baker, 

In charge, Chicago office, Market News Service on Live Stock and Meats, Federal 
Bureau of Agricultural Economics. 

J. H. Barber, 

General Manager, Pacific Egg Producers, San Francisco, Calif.; Poultry Farmer; 
formerly, General Manager, Poultry Producers of Central California, Inc. 

Julius H. Barnes, 

President, U. S. Chamber of Commerce; formerly, United States Wheat Director; 
formerly, President, U. S. Grain Corporation. President, of Barnes-Ames Co.; of 
McDougall-Duluth Shipbuilding Co.; and of Klearflax Linen Rug. Co. 

John Y. Beaty, 

Editor, American Institute of Agriculture; formerly, Editor "System on the Farm"; 
formerly, Editor, Luther Burbank Press; formerly, Assistant Professor of Agricultural 
Journalism, and editor of agricultural publications, University of Wisconsin; form- 
erly, Associate Editor, Orange Judd Publications and Phelps Publishing Company. 

9 



The American Institute of Agriculture 



Earl W. Benjamin, 

Manager, New York Branch, Pacific Egg Producers; formerly, Professor of Poul- 
try Husbandry, Cornell University; formerly, General Manager, M. Augenblick & 
Bros., New York City. 

George V. Branch, 

Director, Municipal Bureau of Markets. Department of Public Welfare, Detroit, 
Mich.; formerly, Specialist in City Marketing, Federal Bureau of Markets; for- 
merly, District Manager, North American Fruit Exchange, Cincinnati. 

Charles J. Brand, 

Formerly, Vice-President and General Manager, American Fruit Growers, Inc.; 
formerly, Chief, Federal Bureau of Markets; Consulting Marketing Specialist, U. S. 
Department of Agriculture. 

F. S. Brooks, 

General Live Stock Agent, Rock Island Lines; formerly, Manager Stock Yards 
Dept., Swift & Co. ; formerly, General Live Stock Agent, Santa Fe Railroad ; for- 
merly, Chief Assistant Director of Transportation, U. S. Food Administration. 

V. E. Butler, 

Grain Marketing Specialist ; Director, Grain Dealers' Fire Insurance Company. 

T. N. Carver, 

Professor of Political Economy, Harvard University; formerly, Adviser in Agricul- 
tural Economics, U. S. Department of Agriculture. Author, numerous standard 
text books on economic subjects. 

Edward Chambers, 

Vice-President in charge of traffic, Santa Fe Railroad; formerly, Director Trans- 
portation, U. S. Food Administration and U. S. Grain Corporation; formerly, Direc- 
tor, Division of Traffic, U. S. Railroad Administration. 

R. A. Clemen, 

Associate Editor, "National Provisioner" ; Author of "The American Meat Packing 
Industry" (now being published) ; formerly, with Department of Economics, and 
Secretary to the President, Northwestern University. 

James H. Collins, 

Manager, Commercial Survey Department, Chilton Publishing Company; formerly, 
Investigator, and in charge of motor truck investigations, Federal Bureau of Markets. 

Paul D. Converse, 

Head, Department of Commerce, University of Pittsburgh; formerly, Investigator, 
Federal Trade Commission. 

W. S. Culbertson, 

Vice Chairman, U. S. Tariff Commission; formerly, Special Counsel, and Member 
of Board of Review, Federal Trade Commission. 

Leon M. Davis, 

In charge, Market News Service on Dairy and Poultry Products, Federal Bureau 
of Agricultural Economics; formerly, Secretary-Treasurer, California Creamery Oper- 
ators' Association; formerly, President, Western Dairy Instructors' Association. 

W. J, de Grouchy, 

Assistant Sales Manager and Instructor Sales Correspondence, Curtis Publishing 
Company; formerly, Sales Promotion Specialist, "The Country Gentleman"; Instruc- 
tor, Advertising and Sales Correspondence, Temple University. 

S. W. Doty, 

Manager, Chicago Producers' Commission Association; formerly, with Live Stock 
Departments, Ohio Farm Bureau Federation and Illinois Agricultural Association; 
formerly, Manager, Cooperative Department, Clay-Robinson Co.; formerly, Live 
Stock Supervisor, Chicago Yards, Federal Bureau of Markets. 

10 



Every Lesson By A National Authority 



C. S. Duncan, 

Director, Bureau of Research, Southern Wholesale Grocers' Association; formerly, 
Chief Investigator, National Industrial Conference Board; formerly, Statistical Ex- 
pert, U. S. Shipping Board; formerly, Assistant Professor of Marketing, University 
of Chicago. 

E. Dana Durand, 

Chief, Eastern European Division, U. S. Bureau of Foreign and Domestic Com- 
merce; formerly, Director, U. S. Census; formerly, Assistant Chief, Meat Division, 
U. S. Food Administration; formerly, Adviser to Food Minister of Poland; formerly, 
Professor of Statistics and Agricultural Economics, University of Minnesota. 

William C. Edgar, 

Editor and Manager, Northwestern Miller; President, Miller Publishing Co.; 
assisted in organizing Milling Division, U. S. Food Administration; organized and 
directed American Millers" Russian and Belgian Relief Movements. 

Herbert A. Emerson, 

President, H. A. Emerson, Inc.; formerly produce commission merchant. New York 
and Chicago; formerly with the Fruit Auction Company and International Auction 
Company; formerly with Department of Foods and Markets, New York. 

Leon M. Estabrook, 

Associate Chief, Federal Bureau Agricultural Economics; formerly, Statistician and 
Chief, Federal Bureau of Crop Estimates; U. S. Delegate to General Assembly 
International Institute of Agriculture, Rome. 

John M. Evvard, 

Professor, and in charge Investigations in Animal Husbandry, Iowa State College; 
Chairman, Swine Commission, U. S. Food Administration; Member, Farmers' Live 
Stock Marketing Committee of Fifteen. 

Perry Van Ewing, 

Live Stock Specialist ; formerly, Assistant to the President, Kansas Agricultural 
College; formerly, in charge Animal Husbandry, Texas Experiment Station. 

Paul Findlay, 

Formerly, Retail Merchandising Expert, California Fruit Growers' Exchange; now 
' same work with Honig-Cooper Advertising Agency, San Francisco; formerly (for 
twenty-five years) engaged actively in all phases of grocery business. Writer and 
lecturer on retail merchandising and store management. 

John W. Fisher, Jr., 

Editorial Director, The American Institute of Agriculture; formerly, Advertising 
Division, "Country Gentleman," Curtis Publishing Company, Chicago; formerly, 
with Commercial Research Department, Swift & Company; formerly in immediate 
charge Telegraphic Market News Service on Fruits and Vegetables, Federal Bureau 
of Markets. 

J. J. Fitzgerald, 

Assistant Secretary, Grain Dealers' National Mutual Fire Insurance Company. 
Has written extensively on insurance and fire prevention. 

Don Francisco, 

Co-manager, Pacific Coast Division, Lord & Thomas Advertising Agency; formerly, 
Advertising Manager, California Fruit Growers' Exchange; formerly, Director, 
Association of National Advertisers; formerly, Vice-President, Associated Adver- 
tising Clubs of the World. 

L. F. Gates, 

Grain merchant; President, Lamson Brothers; formerly, President, Chicago Board 
of Trade. 

Gilbert Gusler, 

Editor, Agricultural News Service, Inc.; formerly, Special Investigator, Live Stock 
Division, Federal Bureau of Markets; formerly, Assistant Professor, Department 
of Animal Husbandry, University of Illinois and Ohio State University. 

11 



The American Institute of Agriculture 



L. D. Hall, 

Consulting Live Stock Specialist; formerly, Vice-President and Managing Director, 
Pan American Cattle Exchange and Trading Company; formerly, In charge Live 
Stock and Meat Division, Federal Bureau of Markets; formerly, Manager, Hall 
Cattle Co., Hawarden, Iowa. 

Theodore D. Hammatt, 

Special Assistant Secretary, Kansas State Board of Agriculture; formerly, Presi- 
dent, Crosby Rolling Milling Company, Topeka, Kans. ; served in advisory capacity 
to Farmers' Marketing Committee of Seventeen. 

B. L. Hargis, 

President, Kansas City Board of Trade; partner in B. H. Hargis Grain Company, 
Kansas City, Mo.; Director, Mutual Bank, Kansas City, Mo. 

J. L. Harris, 

Assistant General Freight Agent, Chicago and Alton Railroad Company. 
J. P. Haynes, 

Traffic Director, Chicago Association of Commerce; formerly, Commissioner, Traffic 
Bureau, Chamber of Commerce, Sioux City, la. ; formerly, Manager of Traffic, 
Cairo Board of Trade; formerly, Traveling Supervisor, Southern Classification 
Railroads. 

ASHER HOBSON, 

Specialist in Market Research, Columbia University; formerly, Assistant Chief, 
Office of Farm Management, U, S. Department of Agriculture; formerly, Director, 
Office of Farm Markets, State of Washington; formerly, Assistant in Marketing 
Investigations, Federal Bureau of Markets. 

Herbert C. Hoover, 

Secretary of Commerce; formerly, U. S. Food Administrator; formerly, Chairman, 
American Relief Administration; formerly, Chairman, European Relief Council; 
formerly, Chairman of: U. S. Grain Corporation, U. S. Sugar Equalization Board, 
Inter-Allied Food Council, Supreme Economic Council, European Coal Council, 
Committee for Relief in Belgium, American Relief Committee, London, England. 

Frank A. Horne, 

President, Merchants Refrigerating Company, New York City; President, American 
Association of Ice and Refrigeration; formerly, In charge, Cold Storage and 
Warehousing Sections, U. S. Food Administration. 

J. R. Howard, 

President, American Farm Bureau Federation, since its organization in 1919; for- 
merly, President, Iowa Farm Bureau Federation. 

0. F. HUNZIKER, 

Manager of Manufacturing Department and Director of Research Laboratory, Blue 
Valley Creamery Company, Chicago; formerly, President, American Association 
Dairy Scientists; formerly, Director, National Dairy Council; formerly, Adviser to 
condensed milk factories in Canada, Australia, New Zealand, Germany, Japan; 
formerly, Professor, and Chief of Dairy Department, Purdue University. 

George R. Hyslop, 

Professor, Farm Crops, Oregon Agricultural College; formerly, Assistant in Agron- 
omy, Ohio State University. 

Harvie Jordan, 

General Secretary, American Cotton Association; operates large cotton plantation, 
Jasper County, Ga. ; formerly, President, of Farmers' National Congress, of South- 
ern Cotton Association, and of National Cotton Association; formerly, Agricultural 
Editor, "Atlanta Daily and Semi-Weekly Journal." 

12 



Every Lesson By A National Authority 



Clyde L. King, 

Economist to Joint Congressional Commission of Agricultural Inquiry; Professor of 
Political Science, University of Pennsylvania ; Milk Price Arbitrator of Pennsyl- 
vania since 1919; formerly. Milk Commissioner for Eastern States for U. S. Food 
Administration. Author, "The Price of Milk." 

Julius Klein, 

Director, Bureau of Foreign and Domestic Commerce, Department of Commerce; 
formerly, U. S. Commercial Attache, Buenos Aires, Argentina; formerly, Chief, 
Latin American Division, U. S. Department of Commerce; formerly, Assistant 
Professor, Latin American History and Economics, Harvard. 

Mary G. Lacy, 

Librarian, Federal Bureau, Agricultural Economics; formerly, Research Assistant, 
Scripps Economic Bureau, Washington; formerly, Agricultural Librarian, Iowa 
State College; formerly, Reference Librarian, U. S. Department of Agriculture. 

Christian Larsen, 

Director, Dairy Marketing Department, Illinois Agricultural Association; formerly, 
Professor, Dairy Husbandry and Director of Agricultural Extension, South Dakota 
State College; formerly, Professor, Dairy Husbandry, South Dakota State College, 
and Utah Agricultural College; formerly, Editor of Dairy Department for the 
"Dakota Farmer"; Joint author, "Principles and Practices in Buttermaking"; 
author, numerous text books on Dairying. 

Carl W. Larson, 

Chief, Dairy Division, Bureau of Animal Industry, U. S. Department of Agriculture; 
formerly, Assistant Professor of Agriculture and Agricultural Economics, Columbia 
University; formerly, Professor in charge, Department of Dairy Husbandry, Pennsyl- 
vania State College; Secretary, Official Dairy Instructors' Association, and Pennsyl- 
vania Dairy Union; Delegate to Dairy Congress, Stockholm, 1911. Author, numer- 
ous text books on Dairying. 

Asbury F. Lever, 

President Joint Stock Land Bank, Columbia, S. C. ; formerly member, Federal Farm 
Loan Board; formerly, Member of Congress and Chairman of Agricultural Com- 
mittee. While in Congress was author of: Cotton Futures Act, Agricultural Ex- 
tension Act, Federal Warehouse Act, Act Creating the Bureau of Markets, and 
Lever Fuel and Food Control Act. 

Fred J. Lingham, 

President, Federal Mill and Elevator Company, Inc., Lockport, N. Y.; formerly, 
President, Millers' National Federation, and New York State Millers' Association: 
formerly, Chief, Milling Division, U. S. Food Administration, and Vice-President, U. 
S. Food Administration Grain Corporation. 

George Livingston, 

Director of The American Institute of Agriculture; formerly, Chief of Bureau of 
Markets, U. S. Department of Agriculture; formerly, Specialist in Grain Marketing, 
Federal Bureau of Markets; formerly, Acting Chief, Department of Agronomy, Ohio 
State University, and associate agronomist, Ohio Agricultural Experiment Station; 
formerly, Instructor in Farm Crops, Iowa State College of Agriculture. 

J. H. MacMillan, 

President, Cargill Elevator Company, Minneapolis, (since 1910 1. President, Cham- 
ber of Commerce, Minneapolis, Minn. 

E. L. Markell, 

Fruit Marketing specialist; formerly with Advertising Division, "'Country Gentle- 
man"; formerly in fruit handling and storage investigations, Federal Bureau of 
Markets. 

13 



The American Institute of Agriculture 

William R. Meadows, 

In charge, Cotton Division, Federal Bureau of Agricultural Economics; formerly, 
Agent in Milan, Italy, for George H. McFadden & Bro. ; formerly, Assistant Profes- 
sor, Carding and Spinning, Clemson College; formerly, Director, Mississippi Textile 
School; formerly, represented U. S. Department of Agriculture before Cotton Ex- 
changes at Liverpool, Bremen, Rotterdam and Havre, to urge adoption of uniform 
standards for American cotton. 

Eliot G. Mears, 

Acting Professor of Economics, Leland Stanford Junior University; formerly, 
American Trade Commissioner to the Near East, U. S. Department of Commerce; 
formerly, Lecturer on Business Organization and Administration, Constantinople 
(Turkey) Y. M. C. A.; formerly, Economist, American Military Mission to Ar- 
menia and Transcaucasia; formerly, Chief, Commercial Attache Division and 
Trade Commissioner Division, U. S. Bureau of Foreign and Domestic Commerce. 

J. M. Mehl, 

Secretary, U. S. Grain Growers, Inc.; formerly, Manager, Garwin Farmers' Elevator 
Co., Garwin, Iowa, and Farmers Grain Company, Story City, Iowa; formerly, In- 
vestigator in Cooperative Organization, Federal Bureau of Markets. 

Edwin T. Meredith, 

Publisher, "Successful Farming,"'; formerly, Secretary of Agriculture; formerly, 
President, Associated Advertising Clubs of the World; Director, Chamber of Com- 
merce of the United States; Director, Chicago Federal Reserve Bank. 

John R. Mohler, 

Chief, Bureau of Animal Industry, U. S. Department of Agriculture; formerly, 
practicing veterinarian; formerly, Vice-President, U. S. Live Stock Sanitary As- 
sociation; formerly, President. American Veterinarians' Medical Association; for- 
merly, Vice-President. International Veterinarians* Congress; formerly, Secretary, 
International Tuberculosis Congress, Veterinary Section. 

E, G. Montgomery, 

Chief, Food Stuffs Division, Department of Commerce; formerly, Chief, Foreign 
Markets Division, Federal Bureau of Markets; formerly Professor of Farm Crops, 
Cornell University; formerly. Professor of Experimental Agronomy, University 
of Nebraska. 

Clarence W. Moomaw, 

Fruit Export Distributor, New York; formerly, In charge Foreign Trade Investiga- 
tions, Federal Bureau of Markets; formerly, with Virginia Fruit Growers. 

Chester Morrill, 

Assistant to Secretary of Agriculture, in charge of administration of Packer-Stock- 
yards Law and Grain Future Trading Act; formerly, Assistant Chief, Federal Bureau 
of Markets and Crop Estimates; formerly, Assistant to Solicitor, and Supervisor of 
Enforcement, U. S. Cotton Futures Act, in U. S. Department of Agriculture. 

Herbert W. Mumford, 

Dean, College of Agriculture, University of Illinois; formerly, Director, Live Stock 
Department, Illinois Agricultural Association; formerly, Professor of Animal Hus- 
bandry, University of Illinois, and Chief in Animal Husbandry, Illinois Experiment 
Station; formerly, Professor of Agriculture, Michigan Agricultural College; formerly. 
Chairman, Cattle Jurors, St. Louis Exposition ; formerly, Judge at Buffalo and 
Panama Expositions. 

Daniel S. Murph, 

Formerly Chief, Division Cotton Marketing, Federal Bureau of Markets; formerly, 
Secretary to committee on Agriculture, U. S. House of Representatives; organizer 
and President, Farmers Bank and Trust Co., St. Mathews, S. C. ; delegate to World 
Cotton Conference, New Orleans, 1919. 

J. C. Murray, 

Manager, Grain Dept., Quarker Oats Company; formerly, President, and Chairman 
of the Crop Improvement Committee, Council of Grain Exchanges; formerly, Director, 
Chicago Board of Trade. 

14 



Every Lesson By A National Authority 



Nat C. Murray, 

Chief Statistician, in charge, crop reporting work, Federal Bureau of Agricultural 
Economics; permanent member Crop Reporting Board, U. S. Department of Agri- 
culture: formerly. Chief Statistician, Bureau of Crop Estimates; formerly, Assistant 
Editor, "Cincinnati Price Current"; formerly, market and financial reporter. 

0. W. Olson, 

President, 0. W. Olson Company, Chicago; formerly President, and now Chairman 
of Clearing House Committee, Chicago Mercantile Exchange. 

M. E. Pennington, 

Consulting Specialist on transportation and storage of perishables, New York City; 
formerly, in charge of Department Research and Development, American Balsa 
Company, Inc., New York City; formerly, Chief, Food Research Laboratory, Bureau 
of Chemistry, U. S. Department of Agriculture; formerly, Director, Clinical Labora- 
tory, Woman's Medical College of Pennsylvania ; formerly, President, Philadelphia 
Clinical Laboratory. 

J. Ralph Pickell, 

Editor and Publisher, "The Round-Up"; formerly, Editor, and Publisher, "The 
Rosenbaum Review"; formerly, Editor, "Price-Current Grain Reporter"; formerly, 
Secretary, Council of Grain Exchanges; Lecturer and Author on economic subjects. 

James E. Poole, 

Live stock journalist and market reporter; Editor, "Breeders' Gazette" marketing 
page since 1900; formerly, Market Editor, "Chicago Live Stock World"; formerly, 
Editor, "Chicago Drovers' Journal." 

Roy C. Potts, 

Specialist, in charge, Dairy and Poultry Marketing, Federal Bureau of Agricultural 
Economics; formerly, Professor, in charge of Dairying, Oklahoma Agricultural and 
Mechanical College; formerly, Dairy Editor, "Oklahoma Farmer-Stockman." 

H. Bruce Price, 

Assistant Professor of Agricultural Economics, University of Minnesota; formerly, 
Instructor in Political Economy, Yale University; formerly, Instructor in Agricultural 
Economics, Connecticut Agricultural College. 

B' H. Rawl, 

Assistant General Manager, in charge educational work, California Central Cream- 
eries; formerly, Chief, Dairy Division, and Assistant Chief, Bureau of Animal In- 
dustry, U. S. Department of Agriculture; formerly, Assistant Professor of Animal 
Husbandry and Dairying, Clemson College. 

James E. Rice, 

Professor of Poultry Husbandry, Cornell University, (since 1903). 

O. W. Schleussner, 

Manager, Southern Calif. Division, American Fruit Growers, Inc.; formerly, 
District Sales Manager, North American Fruit Exchange; formerly, in charge Tele- 
graphic Market News Service on Fruits and Vegetables, Federal Bureau of Markets. 

John D. Shanahan, 

President, Shanahan Grain Company; on staff of Niagara Falls Milling Company; 
formerly, Assistant to U. S. Wheat Director; formerly, Grain Expert, Headquarters 
Staff, U. S. Grain Corporation ; formerly, Crop Technologist, in charge Division of 
Grain Standardization, U. S. Department of Agriculture; formerly, Chief, Grain 
Inspection Department, Buffalo Chamber of Commerce. 

Wells A. Sherman, 

Specialist, in charge Fruit and Vegetable Division, Federal Bureau of Agricultural 
Economics; formerly, Specialist in charge, Domestic Wool Section, War Industries 
Board; formerly, assisted in organizing Division of Perishables, U. S. Food Ad- 
ministration. 

15 



The American Institute of Agriculture 



J. W. Shorthill, 

Secretary, Farmers' National Grain Dealers' Association; formerly, Secretary, U. S. 
Grain Corporation; formerly, Director and Secretary, Nebraska Farmers' Cooperative 
Grain and Live Stock Association. 

F. M. Simpson, 

General Manager, Live Stock Producers' Association; formerly, Manager, American 
Commission Company, Denver Stock Yards; formerly, in charge, Centralized Live 
Stock Marketing Activities, Federal Bureau of Markets; formerly, with Animal 
Husbandry Department, College of Agriculture, University of Illinois. 

Kemper Simpson, 

Assistant Professor of Economics, Princeton University; formerly, Economist, Federal 
Bureau of Markets; formerly, Economist, Federal Trade Commission; formerly, 
Lecturer, John Hopkins University. 

Edwin Smith, 

Secretary, Fruit Export Corporation, Seattle, Wash.; Western Representative, U. S. 
Cold Storage Company, and Kansas City Cold Storage and Warehouse Company; 
formerly, Manager, Wenatchee Valley Traffic Association; formerly, Specialist, Fruit 
and Vegetable Transportation and Storage, U. S. Bureau of Markets. 

B. W. Snow, 

Associate Editor and Crop Expert, '•Orange Judd Farmer"; Editorial Contributor, 
"Farm Journal"; Crop and Statistical Expert, Bartlett, Frazier Co.; formerly, 
Assistant Statistician, Division of Statistics, U. S. Department of Agriculture. 

W. G. Spillman, 

Consulting Specialist, Federal Bureau of Agricultural Economics; formerly, Asso- 
ciate Editor, "Farm Journal"; formerly, Chief, U. S. Office of Farm Management; 
formerly, Professor of Agriculture, Washington State College. 

W. M. Steele, 

Secretary. Louisiana Division, American Cotton Association; with W. B. Thompson 
& Co., New Orleans cotton factors; formerly, Special Investigator, U. S. Shipping 
Board Emergency Fleet Corporation; formerly, Managing Editor, "New Orleans 
Times-Picayune"; formerly, City Editor, "Times-Democrat." 

Herman Steen, 

Managing Editor, "Prairie Farmer"; formerly, Farm Editor, "Des Moines Register"; 
Authority on cooperative marketing. 

A. F. Stryker, 

Secretary, Omaha Live Stock Association; formerly, Live Stock Agent, Illinois 
Central Railroad; formerly, with Omaha Stock Yards Company. 

Fred Taylor, 

In charge, Cotton Purchasing Department, Firestone Tire and Rubber Company; 
formerly with Cotton Marketing Division, Federal Bureau of Markets. 

H. C. Taylor, 

Chief, Bureau of Agricultural Economics, U. S. Department of Agriculture; formerly, 
Chief, U. S. Office of Farm Management; formerly, Chairman, Department of 
Agricultural Economics, University of Wisconsin. Author: "Introduction to the Study 
of Agricultural Economics," and "Agricultural Economics." 

Lloyd S. Tenny, 

Assistant Chief, in charge, Division of Cooperative Relations, Federal Bureau of 
Agricultural Economics; formerly, Vice-President, North American Fruit Exchange; 
formerly, Vice-President, Eastern Fruit and Produce Exchange; formerly, Secretary, 
Florida East Coast Grower's Association; formerly, Secretary and Manager, Florida 
Growers' and Shippers' League. 

16 



Every Lesson By A National Authority 



W. B. Thompson, 

Cotton Factor. W. B. Thompson & Co., New Orleans; President, Louisiana Division, 
American Cotton Association; formerly, President, World's Cotton Conference; for- 
merly. President, New Orleans Cotton Exchange; formerly, President, Board of 
Port Commissioners; formerly, City Commissioner of Public Utilities. 

John A. Todd, 

Consulting Economist; English cotton authority; Lecturer in economics, Balliol 
College, Oxford; formerly, Secretary of the Empire Cotton Growing Committee. 
Board of Trade, London; formerly, Statistician to the World's Cotton Conference. 
1921; formerly, Lecturer, Textile Institute, Manchester, England; author "The 
World's Cotton Crops,'" and numerous articles relating to cotton. 

Henry W. Vaughan, 

Editor, "Duroc Jersey Digest"; formerly, Professor, Animal Husbandry, University 
of Minnesota and Iowa State College. Author: "Types and Market Classes of 
Livestock." 

H. A. Wallace, 

Editor, "Wallace's Farmer," Des Moines, Iowa; formerly, Statistician for Swine 
Commission of U. S. Food Administration; formerly, Secretary, Economic Commis- 
sion, American Farm Bureau Federation; formerly, Secretary, Corn Belt Meat Pro- 
ducers' Association. Author: "Agricultural Prices." 

C. A. Weiant, 

Assistant General Manager, Dairymen's League Cooperative Association, Utica, N. Y. ; 
formerly, President, Borden's Farm Products Company, Inc.; formerly, President, 
New York Milk Conference Board; formerly, President, International Milk Dealers' 
Association. 

L. D. H. Weld, 

Manager, Commercial Research Department, Swift & Company; formerly, Professor 
of Business Administration, Yale University; formerly, Chief of Division of Agri- 
cultural Economics, University of Minnesota; formerly, Special Agent, U. S. Census 
Bureau. Author: "Marketing Farm Products." 

C. V. Whalin, 

In charge Live Stock Marketing Division U. S. Bureau of Markets; formerly in 
packing business, Kansas City, Mo. 

W. A. Wheeler, 

In charge of Market News Service, Federal Bureau of Markets; formerly, Specialist 
in charge of Seed Marketing, Federal Bureau of Markets; formerly, Secretary and 
Manager, Dakota Improved Seed Company; formerly, Professor of Botany, and 
head of Department, South Dakota State College; formerly, Vice-President, National 
Corn Association. 

Carl Williams, 

Editor, "Oklahoma Farmer-Stockman"'; President and Organizer of American Cot- 
ton Growers' Exchange, and Southwest Wheat Growers, Associated; Director and 
Organizer of Oklahoma Cotton Growers' Association; Director, Oklahoma Wheat 
Growers; formerly, President, American Agricultural Editors' Association. 

W. M. Williams, 

Formerly, Solicitor, U. S. Department of Agriculture; formerly, U. S. Commissioner 
of Interna] Revenue ; Member of law firm of Williams, Meyer & Quiggel, Washington. 

H. Parker Willis, 

Editor, "New York Journal of Commerce"'; Professor of Banking, Columbia Uni- 
versity; formerly, Special Commissioner in Australasia for Chase National Bank & 
Central Trust Co.; formerly, Director of Research, Federal Reserve Board; formerly, 
President, Philippine National Bank. Author of numerous books on banking and 
finance. 

L. B. Zapoleon, 

Special Expert in charge Agricultural Division United States Tariff Commission; 
formerly with U. S. Bureau of Crop Estimates. 

17 



The American Institute of Agriculture 

Marketing — 
A Field of Opportunity 

1\/T ARRETING opens a wide field of opportunity to thousands of men — 
-*-""*■ farmers, agricultural officials, teachers, agricultural agents, country 
hankers, progressive business men, and other amhitious men who desire to 
map out a future course to follow in order to assure a more successful career. 

Farmers Need Marketing Training 

If you are a farmer you have long since realized the difficulty of getting 
all the money you should have for your farm products. You have studied 
production for years — now learn marketing. Marketing is the other half 
of agriculture. To make farming pay you must know how, when and where 
to sell. You, as a representative progressive American farmer, can make 
no better investment than to devote a little time, effort, and expense to 
learning the art of selling farm products. 

Business Men Need Marketing Training 

If you are a business man, you are engaged either directly or indirectly 
in the marketing of farm products. You need a thorough knowledge of 
marketing. Marketing is a powerful factor in determining your success in 
business, for upon it depends the growth and progress of industry. Many 
business men know one division of marketing but they do not know what 
is happening on other parts of the road to market. A noted economist says : 
"Business men in every line could greatly increase their revenue if they 
knew more about the principles of marketing." 

Important Positions Await Men With Marketing Training 

If you are seeking a new field of endeavor, uncrowded and full of 
opportunities — a field that will show you the way to an important position 
with increased earning capacity — specialize in marketing. 

There is a serious need for men who understand marketing thoroughly 
— who are grounded in the fundamental principles and practices of market- 
ing. Many important positions of leadership in county, state, and nation 
are waiting to be filled. 

Murray D. Lincoln, Secretary of the Ohio Farm Bureau, says: 

"The problem of securing the right men is staring us in the face 
today, in the organization of our different marketing enterprises, and 
certainly the need will increase as time goes on." 

Leaders everywhere are saying: "Give us men who know marketing." 

The cooperative marketing movement, still in its infancy, opens an immense 

field of opportunity, to men who look forward to securing salaried positions. 

18' 



Every Lesson By A National Authority 

The rapid development of the marketing movement has resulted in the 
establishment of thousands of cooperative marketing associations which re- 
quire the services of trained men who are fitted for successfully guiding these 
organizations in a profitable manner. These local associations are now being 
federated into national organizations for marketing the six principal groups 
of farm products: Grain, Livestock, Fruits and Vegetables, Cotton, Tobacco, 
Dairy Products. 

Professor C. I. Lewis, Managing Editor of The American Fruit Grower 
Magazine, writes: "Cooperative marketing is increasing so rapidly that one 
of the greatest problems this past year, was to find well trained young men 
to carry on the executive work." 

Another prominent agricultural editor declares: "50,000 cooperative 
associations need more trained men than are available." 

High Salaries Paid Marketing Experts 

The most hopeful sign in the cooperative movement today is the tendency 
to pay high salaries for responsible work. Cooperative organizations are 
paying salaries ranging from $3,600 to $15,000 a year for men who know 
marketing. 

Openings for salaried positions are not confined to the cooperative 
marketing field. There are a large number of opportunities in other lines. 
Executives in State Departments of Agriculture are looking for men trained 
in marketing for market reporters, inspectors and other similar positions. 
Directors of Extension are looking for men to fill vacancies as County 
Agents, Institute Speakers, and Extension Workers. 

Many commercial enterprises have openings for agricultural agents who 
know marketing. These include banks, railroad companies, chambers of 
commerce, and other institutions whose operation depends on the successful 
selling of farm products. 

When you realize the immensity of the marketing movement, and the 
important part it plays in industry, you can understand the great responsi- 
bility which The American Institute of Agriculture is shouldering in pre- 
paring men for practical marketing work. A field of endeavor so uncrowded 
— so substantially sourtd — so necessary to the success of industry — and 
so needful of trained men — deserves the careful consideration of ambitious 
men in all walks of life. A course of training, taken at home in your 
spare time, includes membership privileges that will help to keep you 
permanently among the leaders in the marketing field. 



19 



The American Institute of Agriculture 



What Prominent Men Say 

Extracts from a few letters from men all over the country who 
know the great need for training in Marketing 



E. S. BAYARD, Editor, The National 
Stockman and Farmer: "It would be im- 
possible to overstate the need of education 
in marketing, particularly economics of mar- 
keting, and it seems to me that your outline 
promises a very useful service." 

W. W. LONG, Director of Extension, 
Clemson Agr. College: "I am tremendously 
interested in your proposed educational work 
along marketing lines. We stand in great 
need of intelligent assistance in this movement. 
Unfortunately, the most of us are now grop- 
ing in the dark. The farmers are demanding 
assistance in solving the problems of market- 
ing their products. 

"Cooperative marketing, so far as South 
Carolina is concerned is here. The cotton, 
tobacco and sweet potato growers in this state 
are organized. It is here that we need lead- 
ership and we have nowhere to turn to secure 
same." 

H. D. LUTE, Sec, Neb. Farm Bureau 
Federation: "One of the serious handicaps to 
cooperative marketing has been the fact that 
there were not enough of leaders and man- 
agers well enough grounded in the funda- 
mentals of marketing. I certainly feel that 
there is a large field for the American Insti- 
tute of Agriculture in developing leaders for 
cooperative marketing." 

E. S. BRIGHAM, Commissioner of Agr., 
Vt. : "The courses which you are making 
available to the people of the country will be 
of great value. I think your courses are 
splendid and you are to be congratulated upon 
the men whom you have secured to collabor- 
ate with you in the enterprise." 

ALEXIS L. CLARK, Chief Bureau of Mar- 
kets, N. J. : "The difficulty of securing legal 
counsel as well as business management for 
the recenty organized marketing associations 
of farmers is proof enough that there is a 
great need and demand for just the kind of 
service which you are offering." 

L. A. CLINTON, Director of Agr. Ex- 
tension, N. J.: "You have listed an array of 
talent which probably represents the best 
thought in the United States on marketing 
problems." 

W. A. COCHEL, Field Representative, 
American Short-Horn Breeders Assn. : "This 
is an exceptionally propitious time in which 
to inaugurate an active study of the market- 
ing of all classes of agricultural products." 

THOMAS COOPER, Dean and Director, 
College of Agr., Kentucky: "I am sure that 
there is a wide field of usefulness for such 



courses. The list of contributors could not 
very well be better for you certainly have in- 
cluded every one who is an authority in the 
various fields." 

E. G. DEZELL, General Manager, Cali- 
fornia Fruit Growers Exchange: "It seems 
to me that such courses will be very helpful 
to agriculturists who have not had opportun- 
ity to follow the marketing of their products, 
in teaching them the why's and the where- 
fore's of the results on their products, their 
direct connection with these results in their 
production, handling and packing activities 
and the possibilities and limitations of their 
particular branch of agricultural production." 

W. I. DRUMMOND, Chairman Board of 
Governors International Farm Congress: "It 
seems to me you have hit upon an idea that 
is susceptible of great and useful development. 
We shall be more than pleased to cooperate 
with you in every way and to render any 
assistance within our power." 

J. F. DUGGER, Director Alabama Poly- 
technic Institute: "You have certainly col- 
lected a strong body of men to cooperate with 
you and it seems to me that you will render 
a distinct service in presenting the practical 
courses of instruction in marketing that you 
schedule." 

R. BRUCE DUNLAP. County Agent, Pa.: 
"It would seem that such a course would be 
very popular. The authors or the sources of 
information which you list should be suffi- 
cient guarantee as to the practical merits of 
the material given." 

E. E. FAVILLE, Editor, Western Farmer: 

"The personnel of the supporters and advisers 
of your institution includes the leaders in 
marketing in this country, and I bespeak for 
you and your work a warm reception at the 
hands of the practical farmers. I believe your 
plan will fill an urgent need." 

THEO. D. HAMMATH, Kansas State 
Board of Agri. : "Have just examined with 
much .interest -the sample lesson in the mar- 
keting course that you sent me. Have read 

it through Seems to me you must be 

a born teacher to put the stuff together in 
such understandable shape. I can't suggest 
a thing that would make it more so." 

JIM G. FERGUSON, Commissioner, of 
Agr., Ark. : "The courses seem to cover the 
whole range of agricultural activities and I 
am sure one who obtains the instruction that 
your experts have to impart will be well 
qualified to handle any special problems, 
whatever they may be." 



20 



Every Lesson By A National Authority 



H. C. FILLEY, Professor of Rural Econom- 
ics, University of Neb.: "You have formu- 
lated a plan which will secure results." 

A. J. GLOVER, Editor, Hoard's Dairyman: 

"The outline of this course appears to me as 
being good." 

C. V. TOPPING, Secy. Southwestern Mil- 
lers' League: "I have read your plan very 
carefully and it certainly sounds reasonable. 
The farmer is too apt to consider his work 
done when the crop is harvested. All he seems 
to be interested in further than this, is the 
road to the nearest elevator where he can 
dump his wheat. There is such a broad field 
for improvement, and advantage to the farmer 
that I do not see why something of this kind 
has not been under way long ago." 

HUGH G. VAN PELT, Managing Editor, 
The Dairy Farmer: "We wish you much suc- 
cess with your plan because it is an indisput- 
able fact that more efficient distribution of 
farm commodities is very necessary at this 
time and promises to be even more so in the 
future." 

H. UMBERGER, Director of Extension, 
Kan. State Agr. College: "This is doubtless 
a very good move and a worthy enterprise, 
especially at this time. I believe that it will 
be unanimously agreed that we have not had 
sufficient information to meet the demands of 
the public regarding our marketing problems 
during the past few years." 

DAN. A. WALLACE, Directing Editor, 
The Farmer: "So far as I can see, you have 
left nothing undone to put this over in the 
right sort of a way." 

GEORGE T. WELLS, Chairman, Agr. 

Committee, Colo. Bankers Assn. : "I think 

marketing today is one of the greatest prob- 
lems that the farmer has to face." 

GEO. WEYMOUTH, Editor, Farm Life: 
""'You certainly have a big idea and I con- 
gratulate you on its originality and scope. 
You ought to have a big enrollment." 

W. H. WICKS, Dir., Bureau of Plant In- 
dustry, Boise, Idaho: "The need of this work 
has long been felt by individuals thru-out the 
country whose work has been connected in 
any way with agricultural problems." 

R. S. WILSON, Director, Coop. Extension 
Work, Agric. & Mechanical College. Miss.: 
"I believe that if your Institute is developed 
along the lines as outlined it can be the means 
of rendering to the people of the United 
States a tremendous service." 

ARTHUR H. JENKINS, Editor, The Farm 
Journal: "We welcome the project which is 
taking form as the American Institute of 
Agriculture." 

GEO. W. KELLEY, Editor, Northwest 
Farmstead: "I am very greatly impressed with 
the value of the work contemplated and with 
the ability and fitness of the faculty jchosen." 

C. I. LEWIS, Managing Editor, American 
Fruit Growers: " splendid group of con- 
tributors. These men, coming from various 
parts of the country, representing various 
fields of agricultural endeavor, and giving a 
national recognition, should be in a position 
to command attention of all who are interested 
in marketing." 

MURRAY LINCOLN, Sec, The Ohio 
Farm Bureau Fed. : "It seems to me that 
you have tackled a problem that is very 



vital to the future of the cooperative effort 
now so well under way by the farmers in 
many parts of the United States. The prob- 
lem of securing the right men is staring us 
in the face today, in the organization of our 
different marketing enterprises and certainly 
the need will increase as time goes on. 

"Your list of contributors is an imposing 
one and my hope is that you have the success 
that the enterprise deserves. We shall be 
glad to assist you in any way possible." 

W. L. AUSTIN, Chief Statistician for Agr., 
Bureau of Census: — "believe your courses in 
marketing will supply a class of information 
which is very much needed by farmers and 
agriculture workers at the present time." 

R. K. BLISS, Director of Extension, Iowa 
State College: "There are many vague and 
unreasonable ideas afloat just at present in 
regard to marketing matters — some of them, 
I am sorry to say, promulgated by people who 
are very anxious to assist in marketing. I 
am sure an institute, such as you are organ- 
izing, would be of great value to cooperative 
marketing in our country." 

R. PATTEE, Managing Director, New Eng- 
land Milk Producers' Assn.: "I believe there 
is a big field for effort along the lines out- 
lined and I wish you great success." 

R. A. PEARSON, President, Iowa State 
College of Agr. : "I believe it possible to sup- 
plement the work of the colleges of agricul- 
ture. Numerous able men are included on 
your list, and with their cooperation you 
ought to succeed.'' 

V. A. PLACE, County Agent, Ind. : "You 
are in the field with a good work at a very 
opportune time." 

J. H. PUELICHER. Committee on Public 
Education, American Bankers Assn.: "It ap- 
pears that you are on the road to accomplish 
some real practical results for the good of the 
farming interests of this country." 

FRED RASMUSSEN, Sec. of Agri., Pa.: 

"Courses in marketing such as offered through 
the Institute should not only prove very 
valuable to individuals hut will help greatly 
to crystallize public opinion and understand- 
ing of fundamental principles in marketing as 
applied to agricultural products. The field is 
unlimited and the time is opportune." 

R. G. SPENCER, Manager, Growers Dept., 
Calif. Coop. Canneries: "We feel that any 
movement such as yours, which will bring 
definite and authoritative information on the 
problems of the marketing of the agricultural 
products, cannot but render a very valuable 
service in the development of the economic 
life of this country." 

PAUL STEPHENS, Editor, American 
Farming: " you have launched an eminent- 
ly worth while enterprise." 

F. R. TODD, Deere & Co.: "I have read 
the booklet upon 'Marketing' which you sent 
me, with very great interest. It seems to me 
that anything that can be done to better edu- 
cate the American farmer and the business 
world which comes in contact with him, to 
improved principles and practices of market- 
ing, is a step in the right direction. There 
is very much misinformation upon this subject 
in the public mind today. The faculty that 
you have procured ought to be able to clear 
the atmosphere considerably." 



21 



The American Institute of Agriculture 



S. L. STRIVINGS, President, New York 
State Farm Bureau Federation: "You have 
touched upon a most vital activity. Hope we 
can assist you in the work." 

W. A. MACDONALD, Editor, Farm and 

Home, Vancouver, Canada: " your efforts 

to spread knowledge along such lines will be 
met with a hearty reception and a quick re- 
sponse by every person and class interested." 

A. J. MEYER, Director of Extension, Univ. 
of Missouri: "I am enthusiastically in favor 
of the work you are proposing. You are on 
the right track, without doubt, and you have 
located your work at the right spot. The 
theory of farmers' cooperative marketing is 
sound. The men who have tried to do the 
job of marketing have been conscientious and 
faithful, for the most part. There has been 
a woeful lack of information, however, on the 
actual business of cooperative marketing, with 
the result that propaganda, class loyalty and 
the crusader spirit, combined with a certain 
amount of radicalism, is all that has kept co- 
operative marketing afloat." 

J. C. MOHLER, Sec, Kansas State Board 
of Agri. : "The Institute is impressive in its 
announced program and in its personnel. It 
seems to me there is a big field for it. I 
hardly see how it could accomplish anything 
but good, and it certainly has to do with a 
subject that is uppermost in the agricultural 
life of this nation." 

H. P. MORGAN, Market Specialist, Nebr. : 
"I am very glad to know that active steps 
are being taken to centralize information on 
marketing. In my college work the lack of 
any good marketing courses was keenly felt. 
It is a great pleasure to know that you are 
working out a plan to make this important 
'Other Half stand out in its true relation- 
ship. 

"It is very apparent that you have secured 
the cream of the specialists and with the 
material thus afforded a very valuable course 
should result." 

JAMES W. MORTON, Member Executive 
Committee, American Farm Bureau Fed. : 

" an entirely new departure in agricultural 

education, but a very much needed and timely 
one." 

ARTHUR T. NELSON, State Marketing 
Commissioner, Mo.: "There is a big field in 
the United States for such an educational 
program." 

JAMES NICOL, President, Mich. State 
Farm Bureau: "With the talent you have 
contributing to your educational organization 
I know that any of us no matter how much 
experience we may have had in the past, 



cannot help but be benefitted by the advice 
and experience of these men." 

A. W. GILBERT, Commission of Agricul- 
ture. Mass. : "Your outline of courses covers 
the field quite thoroughly and the entire plan 
seems to have been carefully conceived. Ag- 
riculture is just beginning to recognize the 
necessity of merchandizing its products. 
Greater opportunity for education in the eco- 
nomic principles of marketing is urgently 
needed to effect sound thinking along these 
lines, upon which our progress in agricultural 
marketing will largely depend." 

GUY HOUSTON, President, First Joint 
Stock Land Bank of Chicago: "It appears to 
me that it is just as important, if not more 
so, that the farmer know and be able to 
intelligently criticize or commend avenues of 
distribution of his farm products, as it is 
that he know how to produce the products. 
The system of marketing certain farm prod- 
ucts at the present time, however, leaves but 
little chance for the farmer to employ sales- 
manship, who merely takes the current market 
price and doesn't always get that. By edu- 
cating a large number of farmers, doubtless 
the whole plan can be ammended." 

J. H. MEEK, Director, Division of Markets, 
Va. : "It will be worth a great deal to our 
people." 

E. E. MILLER, Editor, Southern Agricul- 
turist: "That such a course as you outline 
could be of great value to many farmers 
seems to be beyond question." 

B. W. KILGORE, Director of N. C. Agri. 
Exp. Sta. : "I feel that you should have an 
excellent field for this service and I should 
be glad to be of every possible assistance to 
you in the matter." 

J. W. WHISENAND, Farm Bureau Ad- 
viser, Illinois: "I hope that The American In- 
stitute of Agriculture will be successful in 
giving men interested in the cooperation, some 
real practical training in cooperative market- 
ing. The lack of trained men for managers 
seems to be one of the biggest stumbling 
blocks at present." 

O. E. WINBERG. Pres. Gulf Coast Horti- 
cultural Society: "The results that may be 
obtained by training along special lines in 
marketing, will I'm sure, be of tremendous 
benefit to Agriculture in the United States. 
Nothing I know of could be more timely in 
aiding the agricultural development of Amer- 
ica." 

W. R. WOOD, California Cultivator: "We 

most heartily commend any effort that your 
organization may put forth to help marketing 
conditions in the farming industries." 



22 



Every Lesson By A National Authority 



What The Courses Contain 

r I ^HE American Institute of Agriculture has spared neither expense nor 
-*- time in editing and coordinating the lessons in these courses. The les- 
sons as they now stand are so clear and are put up in such a form that it is 
easy for any student to master them. At the same time all duplication has 
been eliminated and the student finds every sentence full of meat. Almost 
every paragraph contains some new and fascinating information. The six 
courses are: 

Marketing Grain. 

Marketing Live Stock. 

Marketing Dairy Products. 

Marketing Cotton. 

Marketing Fruits and Vegetables. 

Marketing Poultry and Eggs. 

A splendid idea of the practical nature of each of these courses will be 
obtained from the brief descriptions that follow: 



Course 1. 
Course 2. 
Course 3. 
Course 4. 
Course 5. 
Course 6. 




COURSE No. 1 
Marketing Grain 

Some men who have made a success of grain marketing have spent a 
lifetime in getting the first hand information necessary to make them suc- 
cessful in the keen competition they find in this field. They have learned 
by taking chances that would not have been necessary if they had known. 
But there was no way to learn except in the school of experience. And 
the hours in that hard school are long and the tuition is high. 

Other men's experience was not available then, as it is now, through 

23 



The American Institute of Agriculture 

The American Institute of Agriculture. In this course, 39 recognized na- 
tional authorities give the information that everyone needs to know about 
the selling of grain in the markets of the world. 

This course will prove fascinating to the student. It is thorough 
and authoritative. It will profit the farmer because it is practical. It will 
aid the grain dealer because in it he may learn the details of all the market- 
ing processes that follow his work in sending the grain on to centralized ele- 
vators. It will assist the county agent, because it supplies the information 
that he needs to help his members decide upon the best channel through 
which to sell. 

Speakers and organizers will be able to supplement their practical 
knowledge with these lessons written from every angle of marketing. Any 
business man will appreciate the broadening influence this course will have 
upon him whether he deals in grains or not. The ambitious young man 
will find here both the inspiration and the working knowledge that will 
bring him permanent success in the business world. 

As evidence of all this, consider this abbreviated list of topics treated in 
some of the lessons in the grain course: 

The Grain Marketing Course Tells How 

- — how to interpret market reports. 

■ — how to know the market classes and grades of all grains. 

— how to understand the operations through which grain passes before it reaches your 

table as bread or cereal. 
— how to interpret the reports of wheat prices in Liverpool. 
— how to prevent grain from spoiling in farm storage. 
— how to know what grain crop statistics mean to next month's prices. 
— how to make application for a government inspection of your grain. 
— how to manage a country elevator. 
— how to borrow money on warehouse receipts. 
— how to know when it will pay to clean grain before marketing. 
— how to determine where cooperative marketing will succeed. 
— how to select the best commission man. 

— how to get the help of the U. S. Government in marketing grain. 
— how warehouses have helped make America the leader in grain production. 
— how to get money for consigned grain before it arrives at market. 
— how to use the milling-in-transit privilege. 
— how grain is sold on the exchange floor. 

The Grain Marketing Course Tells Why 

— why the Board of Trade has had such an effect upon the development of grain pro- 
duction. 
— why Argentine corn is shipped to America, the World's greatest corn country. 
— why wheat prices influence the prices of barley and rye. 
— why cooperative grain marketing has gained such headway. 

24 



Every Lesson By A National Authority 



-why seaboard elevator owners seldom own grain. 

-why elevators clean and grade grain before it is sold to mills. 

-why some farmers get more for the same grade of grain than is paid to their neighbors. 

-why flour fluctuates less in price than wheat. 

-why flour is sometimes higher in proportion to the price of wheat than at other times. 

-why the color of barley has less influence on price than formerly. 

-why grain is sold so many times before it reaches the mill. 

-why some farmers buy corn on the Board of Trade. 

-why the government is trying to regulate speculation. 

-why grains are mixed in terminal elevators. 

-why commission houses finance country elevators so largely in the Northwest. 

-why wheat is sold so largely on consignment and corn and oats so largely "on track" 

and "to arrive." 
-why there are different scales of discounts on the same grades in different markets, 
-why it is now almost impossible to get a corner on grain, 
-why some farmers sell grains on the futures market. 

The Grain Marketing Course Tells When 

-when to ship to the nearest market. 

-when to ask for government inspection. 

-when to organize a cooperative shipping organization. 

-when to visit a grain market to learn the most. 

-when to store grain instead of selling it. 

-when to sell to a local mill. 

-when to recognize a real marketing opportunity. 

-when to sell grain for export. 

-when to ship direct to a central market. 

-when it pays to sell to local buyers. 

The Grain Marketing Course Tells Where 

-where to get reliable market reports the very minute prices change. 

-where to get help in organizing the farmers of your community. 

-where to get government reports and statistics. 

-where to get government men to help with local problems. 

-where to get lecturers on grain marketing subjects. 

-where to get facts for speeches or lectures. 

-where to get dependable legal advice on grain marketing. 

-where to get help in case of a car shortage. 

-where to learn the inside workings of grain exchanges. 

-where the movement of new crop wheat starts, and where it ends, and when. 

The Grain Marketing Course Tells What 

-what influences prices. 

-what are the advantages and disadvantages of mixing, 
-what rules the exchanges have, 
-what the custodian system is. 
-what is curb trading, 
-what are the delivery months, 
-what cooperation can and cannot do. 
-what the government is trying to do to future trading. 

25 



The American Institute of Agriculture 



~1 Ifl^ig 




BWRS^NM fe3aR£F^Fl 



COURSE No. 2 
Marketing Live Stock 

Each person connected with each phase of the live stock and meat busi- 
ness needs to know as much as possible about other phases of the great live 
stock producing and marketing system. The stockman benefits through a 
knowledge of the packer's methods and the packer's needs. The railroad 
man must know something of the stockman's problems and market practices 
— the more the better. Men in any line of enterprise who build a real suc- 
cess know the inter-relations of their own specialty with other closely associ- 
ated lines of business. This is especially true in the live stock field. 

The man in the employ of a packing plant can serve the interest of his 
employers better if he knows what feeders are up against. Students appre- 
ciate the importance of knowing all sides of any subject they may be study- 
ing. Institute workers will appreciate this course because it provides them 
both with a thorough background of marketing policies and methods and 
also with a world of material for practical lectures. Cooperative workers 
find in this course a wonderful source of real practical help with which 
they can hold their farm members together and promote the continuous 
success of their enterprise. College professors, business men, bankers, 
county agents, agricultural writers, editors of farm papers, live stock buyers, 
ranchers, and "dirt" farmers will find this course admirably adapted to their 
individual requirements. 

No outline or table of contents can do justice to the scope and practical 
nature of this course. The only way to appreciate fully what these lessons 
contain is to study the whole course. The few topics printed here, selected 
at random from the lessons, can at best give only an inadequate picture of 
the wealth of practical "how to do it" information contained in this course. 

26 



Every Lesson By A National Authority 



The Live Stock Course Tells How 

-how to avoid unnecessary shrinkage in transit. 

-how to select the best steers in a drove to make higher priced carloads, 
-how meats are classified, 
-how the grades of meat influence prices, 
-how supply and demand regulates prices, 
-how local butchers determine prices they will charge, 
-how to save on transportation. 

-how sheep are classed and graded at terminal yards, 
-how to shift the danger of loss in transit. 
-how feeders move to the market by seasons. 
Imu some men get higher prices for lambs, 
-how to determine when to feed grain. 

-how seasonal price fluctuations determine feeding operations, 
-how the government has classified animals, 
-how foreign buying affects local prices, 
-how public sentiment affects prices, 
-how Reserve banks help live stock feeders, 
-how Federal Land Banks have helped the industry, 
-how cooperative marketing of live stock has grown, 
-how to organize a cooperative marketing association, 
-how the live stock industry has grown, 
-how to manage a cooperative association, 
-how centralized markets changed the trend of agriculture, 
-how meats are packed in the largest plants, 
-how government inspection helps the business as a whole, 
-how to develop a local trade for quality meats, 
-how to market live stock locally, 
-how to know what laws can and cannot do. 
-how to reduce the cost of selling, 
-how to finance the marketing of live stock, 
-how live stock prices compare with wholesale meat prices, 
-how wholesale meat prices compare with retail meat prices. 

The Live Stock Course Tells Why 

-why more live stock is shipped to Chicago than to any other market, 
-why feeders are largely in the corn belt, 
-why Europe depends upon America for meat, 
-why prices fluctuate. 

-why Argentine has become a rival of the United States, 
-why some retailers charge more for meat than others, 
-why retailers seldom buy home-killed meat, 
-why the packers kill most of the meat farmers eat. 
-why we borrowed ideas in marketing from Denmark, 
-why we can't compete with Danish bacon in England, 
-why some markets at times pay higher prices for live stock than others, 
-why some stock shrinks more than others in transit, 
-why some farmers always feed their grain. 

27 



The American Institute of Agriculture 



-why the public demands that the government regulate the packers, 
-why government price control has failed, 
-why city folks prefer certain cuts of meat, 
why the market wants young, highly finished cattle, 
-why half the beef carcass sells high while the remainder sells low. 
-why native sheep and lambs are not sold for feeding purposes, 
-why weight is important in selecting feeder lambs, 
-why the break-joint is an important consideration in the lamb and mutton trade. 

The Live Stock Course Tells When 

-when to ship unfinished steers. 

-when advertising will help market meats. 

-when importing is likely to affect American meat markets. 

-when cured meats sell best. 

-when current prices may not indicate the true trend of the market. 

-when prices are likely to fall. 

-when the live stock industry received its greatest impetus. 

-when to market grain by the live stock route. 

-when packers compete with each other in buying. 

The Live Stock Course Tells Where 

-where to get dependable market reports. 

-where to get accurate statistics. 

-where to get information on the latest laws regulating marketing. 

-where to ship when marketing is heaviest. 

-where to buy the best feeders. 

-where to get help for organizing a cooperative association. 

-where to get money to buy hogs. 

-where to learn the inside of the packing business. 

-where to apply for meat inspection. 

-where to learn of new marketing plans. 

-where to get speakers for local meetings. 

-where to get material for speeches you may wish to make on live stock marketing. 

-where to get a position in any phase of live stock handling. 



The Live Stock Marketing Course Tells What 

-what happens to your live stock after it reaches the "Yards." 
-what can be done to prevent shrinkage in transit, 
-what causes fluctuations in prices. 

-what has been done to provide proper credit facilities, 
-what services the packers render. 

-what makes some cuts of meat cost more than others, 
-what power the government has over the various stock yards, 
-what European conditions mean to the live stock industry, 
-what determines the prices retailers charge for meats. 

28 



Every Lesson By A National Authority 




COURSE No. 3 
Marketing Dairy Products 

This complete course of instruction treats of dairy marketing as it is, 
with all its complexities and its opportunities. To the student, the com- 
plexities gradually untangle as he progresses with the study, and the op- 
portunities become more real. 

The purpose of the course, is to give the student actual facts, and to 
present them so as to develop constructive thought for the more intelli- 
gent understanding of existing dairy marketing methods and conditions, and 
for the better solution of these problems within the scope of the course. 
Every important phase of the subject is discussed, not merely in general 
terms, but in the necessary detail to give the student a deep insight into the 
actual problems themselves as practical marketing men must deal with them 
in their every day business transactions. 

Such a course of study should be not only of interest but of practical 
value to dairymen, professional market men, college professors, bankers 
in cities and villages, business men who merchandise dairy products, lec- 
turers who teach from the Chautauqua platform, farmers, institute workers, 
editors of magazines and newspapers, reformers, legislators, lawyers, doctors, 
scientists, city officials, ambitious young men and women — all these, together 
with every consumer who eats butter or cheese or drinks milk, feel it es- 
sential to know just how dairy products are marketed. 

And so, this course is designed to supply what all these may need. With 
its completeness and thoroughness, the surprise is that the course is so short. 
So well condensed is each lesson, and so carefully edited, that you can 
learn from reading one lesson what would otherwise require months of 
investigation and travel. For never before has there been brought together 

29 



The American Institute of Agriculture 

and made available to students such a complete and comprehensive treatise 
on the subject. 

But what do the lessons contain? It requires the lessons themselves to 
tell that completely, lor almost every paragraph answers some question of 
importance. A good idea of the type of information in the course may 
be obtained, however, by studying the following very incomplete list of 
how's, and why's, and when's, and where's. 

The Dairy Marketing Course Tells How 

— how Wisconsin farmers have become the world's greatest producers of cheese. 

— how milk is shipped over 200 miles to feed the babies of New York. 

— how laws regulate city milk supply. 

— how fresh milk produced in New Hampshire on Monday can win the award at the 

Wisconsin State Fair over milk produced in Wisconsin on the following Friday. 
— how modern refrigeration has enabled cities to grow large. 
— how city milk dealers justify the spread in price between what they pay and what 

they charge. 
— how ice cream has become the national desert. 

— how the English butter market influences the price of cream in Minneapolis. 
— how the color on a butter carton may add three cents a pound to the price. 
— how you can make people change their habits of eating by means of advertising. 
— how the demand for ice cream helped stabilize the dairy industry. 
— how cooperation prevents the "dumping" of milk. 
— how to get expert help in organizing a dairy marketing association. 
— how to manage a cooperative creamery. 

— how to know when to stay out of a cooperative organization. 
— how butter exchanges influence prices. 

— how Wisconsin dairymen have saved thousands of dollars in freight. 
— how to get a cash advance on shipments of dairy products. 
— how to get a good manager for a cooperative association. 
— how to determine whether to sell milk, cream, or butter. 
— how to select a capable commission firm. 
— how to interpret dairy market reports. 
— how to determine when it will pay to store butter. 
— how to finance the marketing of dairy products. 

The Dairy Marketing Course Tells Why 

— why some butter is packed in tin cans. 

— why some milk distributors handle nothing but milk produced by one breed of cows. 

— why there is seldom much of any butter in cold storage May 1, while four months 

later storage space is taxed to capacity. 
— why butter and cheese are stored and taken from storage at about the same time. 
— why butter is sometimes re-converted into cream. 
— why some butter is bought before it is made. 

— why so many regulatory laws are passed to affect the dairy industry. 
— why city ordinances help farmers get better prices. 

— why government officials spend so much time helping farmers market dairy products. 
— why farmers manufacture such a large part of the dairy products produced. 

30 



Every Lesson By A National Authority 



-why cumulative voting may bring about the failure of a cooperative. 

-why the South has been backward in milk marketing. 

-why some farmer-owned companies have such difficulty in marketing milk at retail. 

-why the world's most famous dairy country annually consumes 44 pounds of butter 

substitutes per person, compared with 3]/> pounds per person in the United States. 
-why milk prices are higher in some cities than in others, 
-why some dealers hedge their contracts. 

-why standards for butter are more clearly defined than for cheese, 
-why wholesale cheese dealers are located mostly at country producing points while 

butter dealers are located at wholesale terminal markets. 

The Dairy Marketing Course Tells When 

-when to expect a change in the price of butter, 
-when to sell milk at wholesale, 
-when to change your method of selling, 
-when the consumer can control milk prices, 
when marketing associations are likely to need trained men. 
-when dairy statistics may be your only basis for estimating future prices, 
-when consumers can cooperate with farmers to reduce the cost of milk delivery, 
-when storage supplies influence the demand for fresh products, 
-when weather makes prices drop, 
-when future trading is an advantage to manufacturers. 

The Dairy Marketing Course Tells Where 

-where to store butter to the best advantage. 

-where to get personal help in changing local marketing conditions. 

-where to learn about export markets. 

-where to get reliable dairy statistics. 

-where to find local retail customers. 

-where to get help in advertising a local retail trade. 

-where to get help in conducting a mail order trade in cheese. 

-where to learn the accepted standards of dairy products. 

-where to exhibit dairy products to help build a demand for what you make. 

-where to learn how to lower transportation costs. 

-where to locate a creamery, cheese factory or condensery. 

The Dairy Marketing Course Tells What 

-what factors determine prices. 

-what factors determine quality. 

-what railroad classification butter takes. 

-what railroad classification condensed milk takes. 

-what services packers render. 

-what track-sales are. 

-what consignment sales are. 

-what capital is required to operate (1) creamery, (2i wholesale house, (3) jobbing 

house, 
-what causes failure, 
-what determines credit. 

31 



The American Institute of Agriculture 




COURSE No. 4 
Marketing Cotton 

From the standpoint of exports, in dollars and cents, cotton is the 
world's most important crop. And the United States, both in production 
and export, leads the world. 

Technical enough for the professional cotton factor, broker, or mer- 
chant, this course is yet simple enough to be easily understood by a be- 
ginner. The marketing of cotton is carefully considered from the stand- 
point of the grower, from the standpoint of the local buyer, from the stand- 
point of the manufacturer. In fact, in these lessons there are facts that are 
of the greatest importance to business men in general, as well as students, 
lecturers, and extension workers. 

County agents in cotton growing territory will find that this course will 
now open a new field of usefulness for them. No matter how much experience 
a county agent may have had in the growing of cotton, he has not been able 
to accumulate as much marketing information as the planter in his territory 
actually needs. Some county agents are planning to make this course the 
basis of a series of educational meetings. Others are arranging to have 
some of their planters study the course individually. 

The lessons are both thorough and practical and are prepared from 
the stand-point of the man who wants to know. They tell specifically the 
how, the why, the where, and the when of the cotton marketing business. 

As proof of this statement, consider the following abbreviated list of 
topics treated in the course. These are only a few selected entirely at ran- 
dom from the hundreds of subjects handled. This gives you an idea of the 
thoroughness; and when you study the lessons, remember that every one is by 
a national authority. 



32 



Every Lesson By A National Authority 



The Cotton Marketing Course Tells How 

— how to get the most from warehouse receipts. 

— how to take advantage of a cooperative marketing association. 

— how Egypt influences the English demand for American cotton. 

— how to get outside help in organizing a cooperative cotton marketing association. 

— how to know what your local marketing expenses amount to per pound. 

— how to manage a cooperative without losing members. 

— how to dispose of the lower grades to good advantage. 

— how to build up a reserve that will make you independent of credit. 

— how to put yourself in the position of being able to sell or hold as you think best. 

— how trading in futures helps to make a business safe. 

— how to save the expense of getting cotton to market. 

The Cotton Marketing Course Tells Why 

— why uniform standards are necessary. 

— why India's crop of cotton may raise prices in America. 

— why cotton must be made into smaller bales for export. 

— why England prefers to buy from Egypt and India when she can. 

— why there are more cotton mills in New England than in the South. 

— why despite this fact, the South manufactures one-third more cotton than New England. 

- — why so much cotton goes to Europe and comes back here as manufactured articles. 

— why^ cotton prices fluctuate. 

— why warehouse receipts have made Southern banking more safe. 

— why spinners' and growers' interests are identical. 

The Cotton Marketing Course Tells When 

—when future prices control plantings. 

— when to market cotton seed. 

— when to study marketing statistics. 

— when to get government inspection to determine grade. 

— when to store in a public warehouse. 

— when to purchase insurance. 

— when cooperative marketing is likely to be a success in your community. 

The Cotton Marketing Course Tells Where 

- — where the American mills are located and why. 

— where improvements may be made in the present system of marketing. 
— where to store for a long hold. 
— where to find a better market. 
— where to get reliable reports on crop conditions. 

— where to get accurate informaton regarding the cotton goods market and its probable 
influence on cotton prices in the future. 

The Cotton Marketing Course Tells What 

— what future trading does for cotton. 
— what influences the demand for cotton, 
—what England does with all the cotton she buys from us. 
— what changes the World War caused in cotton marketing. 
— what legislation can and cannot do. 
— what services are rendered by the cotton exchanges. 

33 



The American Institute of Agriculture 




COURSE No. 5 
Marketing Fruits and Vegetables 

Seldom will you find a man — it probably would be impossible — whose 
experience and knowledge of the great and rapidly developing fruit and 
vegetable industry is as broad as this course. The reason is obvious. This 
course represents the combined efforts of national authorities — each an 
expert in his chosen field. Each is a specialist. 

It would take years to get the experience and training of any one of these 
men, yet they have formulated and crystallized the results of their life-time 
experiences into fascinating lessons which fairly teem with practical, "how 
to do it" information. You can avoid all of the costly mistakes and use only 
the proven, time-tried methods. 

This course has not been prepared with only actual growers in mind. It 
covers the entire field from harvesting until the products are in the consum- 
ers' hands. Progressive truck-farmers and orchardists want to know what 
happens to their products after they leave their hands, and whether they can 
do anything to reduce the wide spread between the prices they receive and 
the prices consumers pay. Progressive wholesalers want their buyers and 
other employees to have a broader grasp of the whole marketing field, so that 
their services can be made more effective. County Agents, extension work- 
ers, college professors, cooperative association officials and similar groups 
must keep in touch with the forward movement in marketing. Consumers, 
bankers, business men interested in the farm field — in fact there is no class, 
because of the universal interest in food, which will not find in this course 
both the answers which trouble them and practical suggestions which they 
can apply to their daily home life or business. Interest in marketing is uni- 
versal, and this course has been prepared to meet the needs of all groups. 
And it is practical, for the great need is for a more complete understand- 
ing of all parts of the road to market by all groups. 

34 



Every Lesson By A National Authority 

It is impossible in this brief space to give a comprehensive idea of all 
that this course contains. Only a thorough reading of the course will do 
that. The attached brief list of topics selected at random from the lessons 
may give some idea, however, of the scope of the course and the practical 
treatment of the various subjects. These are but a few of the hundreds 
of specific topics covered in these lessons. 

The Fruit and Vegetable Marketing Course Tells How 

— how to reduce the biggest single charge in marketing. 

— how to lower the spoilage loss of fruit. 

— how to sell apples to advantage when the market is flooded. 

— how to find the best market for tomatoes. 

— how to save on the expense of delivering produce to a city market. 

— how good business methods will reduce commission charges. 

— how to select the right container for the market you choose. 

— how to market unknown varieties. 

— how to know when to market through a cooperative. 

— how to buy packages at reduced prices. 

— how to learn the grade that will sell best on any market. 

— how to utilize culls. 

— how to pre-cool fruit. 

— how Northwest growers overcome freight handicap. 

— how to check up on the condition of your fruit in cold storage. 

— how to plan your crops so that each vegatable will be ready at the time of highest 
price. 

— how to sell to best advantage to local retail customers. 

— how to get government help in finding the best market. 

— how to know when it will pay to store instead of sell. 

— how to develop a mail order business for fancy grades of either fruits or vegetables. 

— how to determine which varieties of fruits will sell best. 

— how to protect yourself when your shipment is refused by the receiver at the termi- 
nal market. 

— how to borrow money to finance marketing fruits and vegetables. 

The Fruit and Vegetable Marketing Course Tells Why 

— why commission men sometimes ask you tc pay freight in advance. 

— why railroads sometimes refuse shipments of fruits or vegetables. 

— why so much fruit is spoiled before it reaches the consumer. 

— why auction markets help stabilize prices. 

— why some commission men repack into baskets fruit that has been shipped to them 

in bushel boxes. 
— why some orchardists cannot, get as much locally for fruit as is paid for fruit of the 

same quality that has been shipped across the continent. 
— why apples in storage sometimes total six millions barrels. 
■ — why the nationality of growers sometimes prevents local cooperative success. 
— why some varieties are a drug on the market when others, not so good in quality, 

sell fast. 
— why there is a growing tendency to plant fewer varieties. 

35 



The American Institute of Agriculture 



-why potatoes are more often stored near the point of production. 

-why certain varieties of apples are more profitable commercially despite the fact 

that they take more years to come into bearing, 
-why some good quality fruit is at times left to rot on the ground in the orchard, 
-why distributors finance the fruit and vegetable industry in some sections and not 

in others. 

The Fruit and Vegetable Marketing Course Tells When 

when to sell locally. 

-when to organize a local cooperative marketing association, 
-when to watch reports of cold storage holdings, 
-when to market through a commission man. 
-when to join a national marketing organization, 
-when you can afford to advertise. 

when to solicit the trade of wholesale buyers such as hotel and restaurant men. 
-when to ship in refrigerator, ventilator, or heater cars, 
-when to accept less than carlot orders, even though you have enough to make full 

car loads, 
-when to draw a draft against the man to whom you consign, 
-when to seek a foreign buyer. 

-when to get cooperation in lowering marketing costs, 
-when to sell through the auction. 

The Fruit and Vegetable Marketing Course Tells Where 

-where to find the market that is most responsive. 

-where to get help in case of disputes with commission men. 

-where to get information on official standards. 

-where cooperative methods were first developed successfully. 

-where the government gets its information on which to base standards. 

-where to get the most reliable reports on crop conditions. 

-where to get information on world demand. 

-where to learn of new markets. 

-where to find foreign buyers. 

-where to arrange for storage space. 

-where to find a market for by-products. 

-where to have the surplus canned. 

-where to find a market for dried fruits. 

-where to sell yellow apples. 

The Fruit and V egetable Marketing Course Tells What 

-what determines prices. 

-what are the effective ways of increasing demand, 
-what is the proper method of filing a claim against the railroad, 
-what are the peculiarities of the different markets, 
-what a reefer is. 

-what to do when your shipment is refused at market, 
-what legislation can and cannot do. 

what is done with fruit that is put into storage and frozen solid. 
-what are the commercial possibilities of dehydration. 

36 



Every Lesson By A National Authority 




COURSE No. 6 
Marketing Poultry and Eggs 

The preparation of this course was not a task for a fluent writer. It was 
not the task for one or two men. Neither was it a task for a professional 
market man. None of these men, nor indeed, all of them together could 
have compounded the information in these lessons, for the very good reason 
that their experiences were not broad enough. 

This course helps the local producer, to furnish scientific principles for 
the teacher and professor, to give a well rounded education to the student, 
to supply practical plans for the county agent or extension worker, to pass 
on valuable experiences to the organizer or manager of cooperative associa- 
tions, to offer lecture material for the institute worker, to supply country bank- 
ers with information on which to base loan policies, to inform legislators so 
that they may enact just laws, to enlighten the commission man so that his 
work might be dove-tailed into the efforts of others to better advantage, to 
educate retailers so that there may be less lost motion and less unnecessary 
expense in this phase of marketing, and to inform consumers so that their 
demands may be adjusted to the most economical means of moving poultry 
and poultry products from the farm to the home. 

With all this to be accomplished, it is plain that the experience of many 
men had to be drawn upon. The actual writing of the lessons was accom- 
plished by many national authorities, but dozens of others should be given 
credit for a very important part in checking, editing, and collaborating to 
make these lessons complete, accurate, yet simple and understandable. 

Judge for yourself the practicability, the scientific completeness, and 
the universal interest embodied in this course by reading the following topics 
copied at random from the hundreds of topics covered in the course on 
Marketing Poultry and Eggs. 

37 



The American Institute of Agriculture 



The Poultry Marketing Course Tells How 

-how "the egg board" prices influence the egg market. 

-how to keep posted on market conditions. 

-how the poultry business has become the most universal of all farming operations. 

-how prices are stabilized by adequate cold storage facilities. 

-how poultry commission men operate. 

-how to change the type of eggs your hens produce. 

-how poultry markets in large cities influence local prices. 

-how to select eggs that will keep best in storage. 

-how to grade poultry for the different markets. 

-how to lower transportation costs on live fowls. 

-how to know when it will pay to fatten poultry at your local station. 

-how to reduce the losses from egg breakage in shipping. 

-how to get immediate cash for shipments. 

-how to estimate the prices a month in advance. 

-how eggs laid in China affect the prices of eggs laid in New Jersey. 

-how to finance the marketing of poultry and eggs. 

The Poultry Marketing Course Tells Why 

-why Petaluma, Cak, has become the most famous egg producing section in ihe world. 

-why New York dealers pay a higher price for white eggs. 

-why Chicago is a good market for eggs of any color or size. 

-why some retailers will not buy from a farmer. 

-why selling short on the future board sometimes eliminates speculation. 

-why infertile eggs are better for infants and invalids than fertile ones. 

-why Leghorn fowls and broilers are sometimes preferred to the larger breeds. 

-why in many cases April storage eggs are better in August than fresh August eggs. 

-why some retail stores build up a big demand at advanced prices when their egg 

supply is entirely from one farm, 
-why there is an exceptional opportunity for real constructive work in the poultry 

marketing industry, 
why local buyers often make more profit than the farmer himself. 

-why farmers often profit more from eggs and poultry than do professional breeders, 
-why backyard flocks of less than 50 hens affect the great city markets, 
-why methods of processing eggs such as "sterilizing" are becoming popular. 
-why raising poultry exclusively for meat is not usually profitable. 

The Poultry Marketing Course Tells When 

-when it pays to store eggs. 

-when it pays to dress your poultry before shipping it. 
-when the local market is the best place to sell, 
-when to make use of future trading, 
-when to study government statistics, 
-when to advertise. 

-when to change the breed of fowls that produce the eggs you sell, 
-when to combine your shipments with those of your neighbors, 
-when it pays to form cooperative marketing organizations. 

38 



Every Lesson By A National Authority 



The Poultry Marketing Course Tells Where 

-where to locate a wholesale buyer to take your whole output. 

-where to get accurate price reports. 

-where to get the best egg packages for certain markets. 

-where to secure legal help that will prevent you from losing on account of misunder 

standing some marketing law. 
-where to learn the latest transportation rulings that affect your shipping, 
-where to get outside help in organizing a marketing association, 
-where to get a reliable manager for a local poultry packing plant, 
-where to locate to make marketing less expensive, 
-where to locate to produce the best quality market eggs. 

The Poultry Marketing Course Tells What 

-what happens to your poultry and eggs after they leave your hands. 

-what it costs to store poultry and eggs. 

-what factors determine prices. 

-what is the greatest single cost in marketing poultry. 

-what is done with Chinese eggs shipped into this country. 

-what determines the amount of credit you can get. 

-what are the advantages and disadvantages of selling poultry at auction. 



How Lessons Are Sent To You 

I" ESSONS are sent in the way that will be most convenient and helpful to 
■*-^ you. In general practice, you will receive at least one lesson a week. 
Sometimes it is important that you have two or even three lessons on hand 
at the same time. The close relationship of subject matter in a group of 
lessons sometimes makes it easier and more practical to study them together 
as a unit. 

The system of getting lessons to you when they will help you most, has 
been carefully worked out. You may be assured of a high degree of indi- 
vidual attention in this respect. Your progress will be watched as though 
you were the only one in the class. Your own personal convenience will be 
considered in establishing the rate of mailing new lessons. 

Why The Lessons Are Easy To Master 

TF you are provided with the facts only, you may not be able to comprehend 
*- their importance or to understand their relation to each other. Conse- 
quently, the Executive Staff has provided with the lessons, six study features, 
which will make it easy for you to get the most out of what you read. These 
features are as follows: 

1. Who the Author Is, And What His Experience Has Been. 

2. How To Study The Lesson. 

3. Lesson Outline. 

4. The Lesson Itself. 

5. Glossary of Marketing Terms. 

6. Review Questions and Master Problems. 

39 



The American Institute of Agriculture 



i'he t'.an Oho Conducts This Lesson 




Professor C. Larsen 



Born and reared in Lenmark, wiiere cooperation hae probably gone far- 
ther than' in any other country, Professor Iarsen had an ideal background for, 
the splendid work he has cone in America to further the development of co- 
operation among producers. 

Before beginning his work of teaching and organizing in^ 
diet ed both a graduate and a post-graduate course in 



Typical Introduction to Author 

You can readily understand that you wdl appreciate what is said in a lesson muck 
more if you know something about the author. That is why you are given an intimate 
view of the author's personality. You will be impressed with the stern school of ex- 
perience through which the majority of the authors have passed in order to reach their 
present position of authority. 



HCD TO STUDY LSSSOII A 

Use as a basis for your study, the study outline, and be sure that 
you have this well in mind before starting to read the lesson. This 
^outline shows you the eight main sections and the subdivisions, 
arranged in a special order to emphasise certain 

portant that you losep in mind the titles of 
study. 

For example, 

90T)le 




These helps make study 
pleasant and easy. 



Every Lesson By A National Authority 



OIOSSATiY OF MATJ-ETING TESMS 
Used in Lesson A 



assembling, n. Act of bringing together to make larger quan'titi 
in marketing, this refers to the bringing together of smaller 
farm products to make up carloads or shiploads. 

broker, n. A person who negotiates sales or cont 
a commission or fee for his s> 

carlot assembler, n. One who 
rient. Practically the same 
aally purchases the 




The lesson and the 

glossary of marketing 
terms are filled with 
new facts. 

How to Study the Lesson 

These lessons are not simply compilations of facts. Every student wishes to get 
the most possible out of his study, and so foremost educators give suggestions for study- 
ing each lesson. You are shown exactly how to proceed, and you are told how to 
associate the various ideas in the lesson with those you have already learned. 

A Typical Lesson Outline 

Each lesson is mapped for you, so that you may have a bird's eye view of the 
whole lesson before you proceed. The study outline serves somewhat the purpose of a 
road map — it shows you where you are going and how to get there. 



The Lesson Itself 

The lesson itself is printed from large, clear type with plenty of space between 
lines. The paragraphs are short. The sentences are short. There are frequent headings, 
dividing the different thoughts. Photographic illustrations, maps, and drawings are 
used liberally. These pictures are selected with care, to make the text more clear. 

Glossary of Marketing Terms 

To be proficient in marketing, you must be famdiar with all technical marketing 
terms. It has been necessary to provide this special glossary so that there will be no 
question in your mind as to the meaning of any part of any lesson. Furthermore, this 
glossary enables you to make use of any technical terms that will mark you as an ex- 
perienced man in the business. 

A Typical Problem 

It is the ability to apply your knowledge that really counts. To merely learn facts 
mechanically does not take you far. You must know how to interpret and use those 
facts. The most effective device to help you apply what you have learned is the master 
problem, many of which are provided with each course. These problems are made up 
of actual situations that are typical of those you may have to contend with. The solution 
of these problems is the indication that you have really mastered the instruction. 

41 



The American Institute oe Agriculture 



You Are More Than a Student- 



You Are a Member of a Service Institute 

T^HE advantages of an Active Membership in The American Institute of 
-*- Agriculture are not confined alone to the period during which training is 
being taken. You receive service for years afterward. 

There are 10 important features to which membership entitles you. They 
are provided because of the determined effort upon the part of the Institute 
to fill a public need for complete, authentic, marketing knowledge. The 
Institute is a permanent organization, and at all times stands ready to help 
and assist you in all matters pertaining to your advancement in the field 
of marketing. 

10 IMPORTANT MEMBERSHIP FEATURES 

1 — Complete Specialized Course of Practical Training 

Each commodity course is complete in itself and consists of a series of specialized, 
practical lessons devoted to the marketing of that particular commodity. All lessons 
and assignments are personally prepared by men who are recognized specialists in their 
particular fields of marketing. 

Each course of training moves smoothly from one lesson to the next in a clearly 
connected, easily grasped style. More particular details as to the completeness of the 
lessons and the manner in which the subject matter is presented have been discussed 
elsewhere in this book. 

2 — Timely Marketing Talks 

These are the appetizers of training service. The Talks are informal discussions 
and stories of special phases of marketing. They are distinct from the subject matter 
covered in the regular training courses and are presented in an informal and personal 
style, not at all technical. 

You will find in these Talks, many delightful sidelights on marketing which serve 
to provide a fund of supplementary knowledge necessary to a complete familiarity with 
marketing problems, both past and present. Some of the subjects covered are: 

An Hour with a Market Reporter. 
Why Cooperation Succeeds in Denmark. 

Our Ancestors Experience with Price Fixing — 2700 B. C. to 1800 A. D. 
U n published Story of a Speculator. 
Tricks of the Trade. 
The City Consumer's Problem. 
Physical Losses in Marketing. 
Story of a Famous Grain Corner. 
Taking Unnecessary Marketing Risks. 
A National Marketing Program. 
The Farmer's Share of the Consumer's Dollar. 
Motor Trucks — A Factor in Marketing. 

Vegetable Oils as Competitors of Live Stock and Dairy Products. 
Publicity and Propaganda in Marketing. 
Limitations of Congress in Dealing with Marketing. 

(And many other interesting subjects including stories of outstanding marketing 
successes.) 

42 



Every Lesson By A National Authority 



3 — Personal Contact Problems 

The Personal Contact Problems serve to give practical proof of your ability to put 
into practice the marketing knowledge given you in your course of training. Each 
problem is of sufficient importance to challenge the keenest thought of men of leadership 
type, for whom this training service is intended. They are not "cut and dried" questions 
— the kind that can be answered by Yes or No. 

Each problem is specially prepared by the Institute Staff with the particular pur- 
pose in view of getting a fair test of your grasp of the subject you are studying, and 
your ability to put what you have learned to practical use. The problems are sent out in 
separate pamphlet form. 

The Master Problem takes up a situation that might easily exist in marketing work 
in your own community or field of activity. All conditions surrounding the situation and 
all circumstances are pointed out. You then arrive at a solution basing your answer 
on the knowledge which you have gained from the foregoing lessons and other instruc- 
tion given you in the course. You are encouraged to work out the solution exactly as 
though it were your own individual problem. In this way you gain confidence in your 
own ability to handle actual marketing situations. 

Two types of examinations are used: 

First, Specific Master Problems explained above. 

Second, Questions covering in a general way the outstanding points in the text. 

The two types of examination have a two-fold value. The second serves to review 
the main points of the text, and the first to test your ability to apply these points to 
practical problems such as you must necessarily meet in your every day work. 

When your solutions are sent in they are personally examined, corrected, and re- 
turned with constructive criticism when it is necessary. The experts who have this 
important service in charge are not only specialists on the marketing subjects over which 
they have supervision, but they are trained to judge the merits of the solution from the 
standpoint of the thought and ideas which it contains. In addition to the criticism of 
your answer, you are given a model solution. 

4 — Consultation Privileges 

At any time, before or after completion of training, members have the privilege of 
consulting with the Institute on any matter of general or special character connected 
with the marketing of farm products. Through this service you have the opportunity of 
getting individual advice from the Institute's special staff and its group of consulting 
specialists. You will find this service of great assistance to you, not only while taking 
the training courses, but also in after years when special problems trouble you. 

This is particularly true when you are seeking employment, for you can offer your 
prospective employer a permanent source of marketing information through your con- 
sulting privileges. 

A broad policy is adhered to in throwing the doors of the Institute wide open to 
members when it will in any way serve to assure their advancement and success. A 
liberal use of the consultation privileges is constantly encouraged. 

5 — Three Years' Subscription to "Modern Marketing" 

'"Modern Marketing" is a magazine published by the Institute for its members. It 
is devoted to current marketing topics, and to the interpretation of market reports. 
Up-to-the-minute articles written by eminent authorities will appear from time to time. 
Special emphasis will be placed on articles which analyze current market reports, point 
out features to look for in the daily market reviews, and explain significant current 
marketing conditions. It will contain news of the marketing field which will keep you 
up to date on new developments. A three years' subscription is included with member- 
ship at no additional cost. 

43 



The American Institute of Agriculture 



6 — Washington Service 

The Institute maintains a service Bureau in Washington, D. C. to keep you informed 
and up-to-date on marketing developments, not only in this country but in foreign lands 
as well. The Washington Bureau is in constant touch with all affairs touching marketing 
in the National Capitol, such as developments in Congress, the Department of Agriculture, 
Department of Commerce, Federal Trade Commission. It will give you any reasonable 
service that may assist you in your training or in handling personal marketing problems. 

This includes the obtaining of government publications and the securing of special 
information from government officials or technical men in Washington on the subject of 
marketing; reports on crop and market conditions in different parts of the world; reports 
on warehouse holding; latest information on current business conditions or reports on 
the status of any special legislation. 

7 — Personal Service 

This feature is probably the strongest evidence of the Institute's personal interest 
in your welfare. Close relations between you and the Institute are established from the 
start. 

In addition to consultation privileges in connection with your marketing training, 
the staff of the Institute will be glad to advise you on matters of personal interest such 
as the selection of a school or college for your son or your daughter; how to outline a 
course of supplementary marketing reading; or help you secure speakers for agricultural 
meetings. This service is personal just as the name implies and if the Institute Staff is 
not in a position to advise you on any matter, you will be referred to others who are. 

8 — Services of Employment Bureau 

The Institute maintains an Employment Bureau which serves as a clearing house for 
men who desire to secure positions and for executives of private enterprises, agricultural 
colleges, Bureaus of Markets, or officers of cooperative organizations, who are looking 
for men to fill important positions. 

Through the Employment Bureau every effort is made to advise members of good 
openings in the marketing field, suitable to their qualifications after completing train- 
ing. The Bureau is constantly in touch with leading men in all phases of the marketing 
field and consequently learns of openings which might not come to your attention through 
ordinary channels. The Bureau does not guarantee to secure employment, but every 
assistance will be given in helping you secure a position where working conditions will 
be agreeable and remunerative. 

9 — Dictionary of Marketing Terms 

The Dictionary will be a ready reference book for the student as he proceeds in 
the course of study and it will define the marketing terms and phrases which he will 
encounter in the lessons and marketing talks as well as in newspapers and trade journals. 

10 — Membership in Institute 

Membership in the Institute is represented by a Membership Card issued in your 
name certifying that you are a member in good standing, and as such are entitled to all 
rights, privileges and benefits of the Institute in accordance with the terms of member- 
ship application. This card is forwarded with receipt of your first tuition payment. 

Upon satisfactory completion of training, credit is given for work accomplished 
and the official Certificate of Active Membership in the Institute is awarded. As an 
active member of the Institute you become a part of a national organization, whose 
membership includes the forward looking men and progressive leaders in the marketing 
field. Its members will take an important part in outlining and carrying out the agri- 
cultural marketing program of the future. 

Your full cooperation as an active member of the Institute, will bring the reward 
which comes to those who participate in an important public service movement. 

44 



Every Lesson By A National Authority 

You Can Learn Marketing At Home 

TTOME TRAINING has established itself as a valuable means of increasing 
personal success and steady advancement. This country and foreign 
countries as well, offer hundreds of thousands of examples of men who have 
attained individual success through specializing in some particular branch 
of industry by following home-training methods. Some of these men have 
moved farther up the ladder of success than others. Some have attained 
wealth — some only a comfortable income — but in no case has it ever been 
proved that home training of the right kind, backed by the right institution, 
has failed to return more than dollar for dollar in services rendered. 

The man who takes home training is in a class by himself. With The 
American Institute of Agriculture, you are assigned to a special instructor 
who guides your progress in the study of marketing in a personal way, and 
at all times gives you constructive criticism and help that will improve your 
standing in marketing work. 

Your spare hours are worth money to you when you use them for im- 
proving yourself through a home-training course in marketing. You do not 
have to give up your present work. You can spend as much time as you wish 
on your study. You have the advantage of enjoying daily association with 
prominent men whose thoughts, ideas, experience, and knowledge are given 
you in your course of instruction. 

You rapidly gain confidence in your ability to handle life's problems. 
The successful methods taught you can be immediately applied to your own 
field of work which enables you to earn as you learn. You can use the 
knowledge gained either to help you get more money for your farm products 
— or to secure a responsible position in the marketing field. 

Men who expect to achieve personal success must have a specialized 
knowledge of some one particular branch of industry. You cannot afford 
to overlook the opportunities which home training in marketing offers you. 



Read What a Nationally Prominent Man Says: 

Hon. C. W. Pugsley, Asst. Sec. of Agriculture, when editor of 

the "Nebraska Farmer," said: 

"There is no better indication of man's desire to improve his mind and 
his station in life than the eagerness with which he subscribes for corres- 
pondence courses of various kinds. Denied the opportunity of attending 
high school or college, or finding it impossible to take all of the work desired 
while in school, thousands of America's young and old. satisfy their desire 
for education by the correspondence route." 



45 



T he American Institute of Agriculture 

The More Courses You Take — 
The Less The Cost 

When more than one course is taken considerable expense to the Institute 
is eliminated. Accordingly, the Selective System of Combining Courses has 
been devised which permits you to take advantage of this saving as shown 
by the combination rates listed on the application blank. By enrolling for 
two or more courses, at one time, you will save money by comparison with 
what the same training would cost if you enrolled for each course separately. 

Membership Fee Includes All Expenses 

The price of each course includes permanent membership in the Insti- 
tute. The prices of the various commodity courses are given on the applica- 
tion blank and cover full membership and consultation privileges previously 
described in detail. 

Save Money By Paying Cash 

When it is convenient to pay for the entire course or courses, at time of 
enrollment, a special saving may be realized. The Cash Plan of payment 
eliminates clerical detail and bookkeeping expense. We are glad to pass 
this saving on to you in the form of a liberal discount, which you may de- 
duct from the regular fee of any course or combination of courses selected. 
This plan is fully explained on the application blank. 

Time Required 

The Institute's system of training has been so devised that it will be 
individual in its application to you. No definite time is set for completing 
a course of training although the average length will be about ten months. 
This time, however, may be extended wherever it is necessary. On the other 
hand, you can go fast as you are able and still accomplish your work in a 
creditable manner and meet the standard requirements of the Institute. 

How To Enroll 

Fill out the application for active membership which accompanies this 
book. Check the courses of training wanted. Give full information asked 
for on the reverse side of the application, since this information is used by 
our Employment Service Bureau as well as our Educational Department in 
helping you get full service from your membership. The more the Institute 
staff knows about you, your past training and experience, your present work 
and your ambitions for the future — the more intelligently you can be helped 
and guided in your study. 

Send all remittances in the form of money order, express order, check 
or registered letter, payable to the order of The American Institute of Agri- 
culture, Chicago, Illinois. 

46 



Every Lesson By A National Author i t y 

Now — Your Verdict 

A/^OU have read the story — the story of the "Road to Market." 
■*- It has opened up to you a wider vision of marketing as a means of helping 
you gain personal success and advancement. If you are now engaged in 
farming it has shown you that there is a way to profitably market your 
products. 

Can you afford to pass up the opportunities that marketing holds out 
to you? Your verdict now will decide — and upon your decision will depend 
a great deal more than you now realize. Specialize in marketing. Feel the 
thrill, of firm decisive action. Know that the step you are taking is leading 
you to the fruits of success which you have always wanted to enjoy. 

You know that the things you do in daily life — the fun and pleasure you 
get out of life — depend so much on your business progress. Success or 
failure in your business will decide whether throughout the years to come 
you are to enjoy independence, prosperity and all those things which go 
along with a successful career, or whether you must be content to accept the 
uncertain fortunes of mediocre attainment. The food you eat, your social 
position, your ambitions, the happiness of your family, and your hopes for 
recognition in a particular field of endeavor are controlled in a large measure 
by this matter of making your business pay. 

Membership in The American Institute of Agriculture will help to in- 
crease your earning capacity, either in the form of better prices for your 
products or a larger salary. You have many excellent reasons for taking 
the opportunity now offered you for getting a thorough, practical training in 
marketing — training that will give you the specialized knowledge of market- 
ing practices which you need to forge ahead and put yourself head and 
shoulders above those who lack your ambition and knowledge. 

This is an age of specialization. Progressive men everywhere realize the 
value of adding to their specialized knowledge whenever they can do so. 
Sometimes it takes a little sacrifice — a little effort — a little money when 
money is scarce, but isn't it worth the sacrifice, the effort and the money in 
order to attain success in the work upon which depends your individual 
progress, advancement and happiness in future years? 

Y ou have confidence in your ability or you would not have progressed 
to your present position. You have ability or you would not have achieved 
what you have achieved. You have determination and the power to decide 
what course is best for you to pursue. 

47 



The American Institute of Agriculture 

Some men lack decision. It is a daily occurrence in the city, in the 
village, or on the farm, for men to pass up opportunities, which if grasped 
would entirely change the future years of their lives. 

Confidence in your own ability, firmness of decision, foresight in dis- 
criminating good propositions from bad, and the power of personal action 
are the important factors which indicate whether a man is to move along in 
the beaten paths of mediocre attainment or whether he is to rise to a 
respected position of leadership and be pointed out as a man who took the 
opportunities offered him and achieved success in the work on which he had 
set his heart. 

As you read this book, your eyes were opened to a new field just being 
entered by ambitious men — the field of marketing. Marketing is fascinating 
— marketing is uncrowded — marketing needs trained men as probably no 
other industry needs them. The art of selling farm products has assumed 
immense proportions. It will continue to grow in importance. In fact, it 
must grow for the progress of agriculture and industry depends upon it. 

Become a member of The American Institute of Agriculture and assure 
yourself of becoming a part of a great marketing movement which is today 
sweeping the country. The Institute is founded for your welfare. Its ideal 
is public service. Membership will give you many of the things which you 
have always wanted — things which will help to increase your earning power 
and enable you to climb into a position of importance in your field of 
endeavor. 

Act 

Now is the time to step into a profession with almost unlimited oppor- 
tunity for advancement. 

You never had a better chance for a profitable investment in your own 
future or one that brings you into such close association with successful, for- 
ward-looking men, and the progress of agriculture. 

Recognize your opportunity, act promptly on your judgment. Fill out 
the enrollment application. Send it in at once. Take the first step in a field 
of work that holds a future to exceed y° ur fondest dreams. Do it todav. 



48 



Your Guarantee 

r pHE American Institute of Agriculture stands 
-*• alone as a public servant to meet a wide-spread 
need in a new field. It has built its courses, its 
training services, and its membership privileges on 
the firm belief that men who want to enter the 
marketing field should be given intelligent, authori- 
tative knowledge and assistance. 

To guarantee that such assistance will be contin- 
uously available to its members, the Institute has 
combed the country from coast to coast for the 
ideas, knowledge, and experience of those who are 
recognized specialists in particular fields of market- 
ing work. Because of this, members may expect to 
attain an unusual degree of success in the marketing 
field. The men who instruct them are practical 
experts and are not experimenters with new ideas. 

The Institute is well established. It stands high 
in the estimation of agricultural leaders nationally. 
It has the good will of agricultural colleges, state 
universities, and farm organizations. It is backed 
with ample capital to assure that its ideals for 
training will be carried out on a broad, constructive 
basis. 

Membership in The American Institute of 
Agriculture affords you the opportunity to associ- 
ate yourself with a national organization of which 
you will always be proud and from which you will 
receive constant help and assistance in marketing 
work through the years to come. 






iJt) 



LIBRARY OF CONGRESS 



002 671 707 3 




